Hospital Sponsorship Makes Advertising in Vim & Vigor the Most Creative of All Consumer Health Media Decisions!

In fact, you might say that advertising in Vim & Vigor means never having to say "Ask your Doctor." Vim & Vigor's entire editorial environment is custom edited with the paramount goal of motivating readers to take the next step by seeking information, advice and treatment from their doctors and other health professionals.

Taking the next step is what Vim & Vigor's editorial is all about. Every article is doctor- and hospital-approved for accurate, professional content. And each carries a message—implicitly and explicitly—encouraging our well-insured readers to take action to ensure the continued good health of themselves and their families. Of course, that's the same goal of the ad messages that those articles surround. That's what makes Vim & Vigor such a creative media buy. The perfect marriage of medium and message!

Each quarterly issue is a direct-response health-information package tailored to produce results vital to advertisers and sponsoring hospitals alike. Every Vim & Vigor delivers compelling national feature articles on prevention, treatment, nutrition, exercise and fitness. And each issue also contains 16 pages of regional news and information from a trusted community institution that drives home the Vim & Vigor message. To ensure that Vim & Vigor enters each reader's home as a welcome guest, its cover is also regionally customized to blend the impact and readership of our celebrity cover stories with the sponsorship and trust generated by a local hospital endorsement. We even customize our national editorial pages to ensure maximum local impact, readership and credibility.

Beyond ABC and MRI: The Details of Vim & Vigor's Hospital-Sponsored Circulation

Custom-publishing is coming into its own in corporate America as an effective and sophisticated marketing communications tool. Many major consumer marketers and their advertising agencies have joined the custom publishing bandwagon and their numbers are growing daily. But publishing their own magazines isn't the only way for savvy marketers to profit from the valuable and responsive audiences that can be generated by custom publications. In many markets there is an advertising option. And for health advertisers that option is Vim & Vigor.

Vim & Vigor is a syndicated custom magazine completely underwritten in each market it serves by a sponsoring hospital. Recipients of hospital-paid subscriptions are selected through a sophisticated process of database target marketing. These primary Vim & Vigor readers are gilt-edged prospects for the healthcare marketers who sponsor the magazine. But they can be just as valuable to advertisers seeking to reach and sell this prized market segment.

The primary circulation of a regional edition of Vim & Vigor is crafted by merging a sponsoring hospital's proprietary marketing databases with our own consumer files of insured homeowners. The resulting primary audience is then subjected to an ongoing process of updating and verification. With the implementation of the federal HIPAA act, this process has become an even more vital factor in the marketing and public-affairs efforts of our sponsoring hospitals. Updating falls into two distinct categories of efforts: hospital/sponsor generated and publisher generated.