Profile of an Acquisition: Back Stage West-Drama-Logue Actor's Trade Weekly Circulates New Spin on Advertising Direction

Jun 19, 1998, 01:00 ET from Back Stage West/Drama-Logue

    LOS ANGELES, June 19 /PRNewswire/ -- Circulation had a double meaning on
 Monday, June 15th at the Holiday Inn's Windows On Hollywood Revolving
 Restaurant & Lounge, where Back Stage West/Drama-Logue, the West Coast's
 actor's trade weekly hosted a 'Come Meet Us' party which literally kept to its
 theme celebrating the spin on their new name.
     It's been one month since the big acquisition announcement hit the acting
 and entertainment community on May 14th and a couple of weeks since the very
 first 'new' issue hit the newsstands for its debut, June 4th.   And for Back
 Stage West/Drama-Logue,  it's been an extremely busy time assisting
 advertisers with the transition and direction of showcasing their services in
 what is now the ONLY publication of its kind to hit their target demographic.
     "We believe that good business is built on a foundation of personal
 relationships," said Marjorie Broder, Back Stage West/Drama-Logue's
 Marketing/Advertising Director.
     This "personal relationship" philosophy has proven successful with
 advertising clients who are adjusting to the change.  According to one
 advertiser, Kevin West, President and Founder of The Actors' Network  "Even
 though this paper appears to be part of a larger conglomerate, it remains
 loyal to the acting community with Back Stage West's history of ethics,
 keeping true to the roots it was founded on.  This parallels with what The
 Actors' Network believes.  Now with Back Stage West/Drama-Logue having one
 view, one eye, one voice, I feel like my advertising dollars go further with a
 larger per capita viewing."
     Back Stage West/Drama-Logue has recently taken new direction in
 advertising.  The recent acquisition was launched by an aggressive Internet-
 based announcement on Yahoo as it dove-tailed the success of Back Stage West's
 4th annual Actorfest event in May with panels hosted by SAG/AFTRA, Equity and
 the Producer's Guild of America.  The publication has pro-actively utilized
 technology as a means of reaching the entertainment community, in addition to
 their own website http://www.backstage.com.  "Using the Internet (worldwide
 exposure), on-screen entertainment in movie theatres (reaching the
 publication's local audience of Beverly Hills, Santa Monica, Burbank and
 Woodland Hills), and several cutting-edge publications (nationally), are just
 a few ways we are marketing Back Stage West/Drama-Logue to deliver greater
 exposure and clout for our advertisers," explains Broder.
     Back Stage West, has empowered actors weekly with services and informative
 features including news, reviews and casting notices in the definitive West
 Coast actor's trade paper (affiliated with New York's venerable Back Stage).
 The publications' on-going active approach in readership/subscriber outreach
 within the Los Angeles acting community was jump-started earlier this year
 with its first produced theatre awards show, the Garlands.  Earlier this
 Spring, Back Stage West's Actorfest - "A Day For Actors" exclusive once-a-year
 live forum hosted more than 1,000 attendees an is expected to grow with this
 acquisition.  Already brainstorming the plans for Actorfest 1999 for a 5th
 anniversary celebration, Broder says "Actorfest will be expanded to attract
 more exhibitors as well as attendees."
     "Actorfest is the kind of exposure I need that works for me as a coach.
 Because of my involvement as both an advertiser and Actorfest exhibitor, I now
 have a waiting list on every class and had to open a new one.  My exposure has
 multiplied with Back Stage West/Drama-Logue and my actors are happy they only
 have to buy one paper now," explains acting coach, Kimberly Jentzen.
     BPI Communications Inc. publishes leading trade magazines in the fields of
 entertainment, music, media and design.  Among its many publications are "The
 Hollywood Reporter," "Back Stage," "Billboard," "Adweek" and "Architecture."
 BPI Communications, Inc. is a wholly owned subsidiary of VNU USA, which
 includes VNU MIS, Bill Communications, Inc. and SRDS.
     VNU is a Netherlands-based international publishing and information
 company, whose operations include consumer and professional magazines,
 newspapers, telephone directories and information services, educational
 textbooks, business information services and broadcasting and entertainment.
     For more information call media representative, Stacey Kumagai at
 818/506-8675.
 
 

SOURCE Back Stage West/Drama-Logue
    LOS ANGELES, June 19 /PRNewswire/ -- Circulation had a double meaning on
 Monday, June 15th at the Holiday Inn's Windows On Hollywood Revolving
 Restaurant & Lounge, where Back Stage West/Drama-Logue, the West Coast's
 actor's trade weekly hosted a 'Come Meet Us' party which literally kept to its
 theme celebrating the spin on their new name.
     It's been one month since the big acquisition announcement hit the acting
 and entertainment community on May 14th and a couple of weeks since the very
 first 'new' issue hit the newsstands for its debut, June 4th.   And for Back
 Stage West/Drama-Logue,  it's been an extremely busy time assisting
 advertisers with the transition and direction of showcasing their services in
 what is now the ONLY publication of its kind to hit their target demographic.
     "We believe that good business is built on a foundation of personal
 relationships," said Marjorie Broder, Back Stage West/Drama-Logue's
 Marketing/Advertising Director.
     This "personal relationship" philosophy has proven successful with
 advertising clients who are adjusting to the change.  According to one
 advertiser, Kevin West, President and Founder of The Actors' Network  "Even
 though this paper appears to be part of a larger conglomerate, it remains
 loyal to the acting community with Back Stage West's history of ethics,
 keeping true to the roots it was founded on.  This parallels with what The
 Actors' Network believes.  Now with Back Stage West/Drama-Logue having one
 view, one eye, one voice, I feel like my advertising dollars go further with a
 larger per capita viewing."
     Back Stage West/Drama-Logue has recently taken new direction in
 advertising.  The recent acquisition was launched by an aggressive Internet-
 based announcement on Yahoo as it dove-tailed the success of Back Stage West's
 4th annual Actorfest event in May with panels hosted by SAG/AFTRA, Equity and
 the Producer's Guild of America.  The publication has pro-actively utilized
 technology as a means of reaching the entertainment community, in addition to
 their own website http://www.backstage.com.  "Using the Internet (worldwide
 exposure), on-screen entertainment in movie theatres (reaching the
 publication's local audience of Beverly Hills, Santa Monica, Burbank and
 Woodland Hills), and several cutting-edge publications (nationally), are just
 a few ways we are marketing Back Stage West/Drama-Logue to deliver greater
 exposure and clout for our advertisers," explains Broder.
     Back Stage West, has empowered actors weekly with services and informative
 features including news, reviews and casting notices in the definitive West
 Coast actor's trade paper (affiliated with New York's venerable Back Stage).
 The publications' on-going active approach in readership/subscriber outreach
 within the Los Angeles acting community was jump-started earlier this year
 with its first produced theatre awards show, the Garlands.  Earlier this
 Spring, Back Stage West's Actorfest - "A Day For Actors" exclusive once-a-year
 live forum hosted more than 1,000 attendees an is expected to grow with this
 acquisition.  Already brainstorming the plans for Actorfest 1999 for a 5th
 anniversary celebration, Broder says "Actorfest will be expanded to attract
 more exhibitors as well as attendees."
     "Actorfest is the kind of exposure I need that works for me as a coach.
 Because of my involvement as both an advertiser and Actorfest exhibitor, I now
 have a waiting list on every class and had to open a new one.  My exposure has
 multiplied with Back Stage West/Drama-Logue and my actors are happy they only
 have to buy one paper now," explains acting coach, Kimberly Jentzen.
     BPI Communications Inc. publishes leading trade magazines in the fields of
 entertainment, music, media and design.  Among its many publications are "The
 Hollywood Reporter," "Back Stage," "Billboard," "Adweek" and "Architecture."
 BPI Communications, Inc. is a wholly owned subsidiary of VNU USA, which
 includes VNU MIS, Bill Communications, Inc. and SRDS.
     VNU is a Netherlands-based international publishing and information
 company, whose operations include consumer and professional magazines,
 newspapers, telephone directories and information services, educational
 textbooks, business information services and broadcasting and entertainment.
     For more information call media representative, Stacey Kumagai at
 818/506-8675.
 
 SOURCE  Back Stage West/Drama-Logue