WE Sets 'Simplify Your Life' Push, Contest


WE: Women's Entertainment wants to help simplify its viewers' lives. Last week, the women's-targeted network said it would join with Real Simple magazine for a "Simplify Your Life" sweepstakes and marketing campaign.
The Real Simple effort includes on-air programming components as well as a sweepstakes with national and local aspects, said WE executive vice president and general manager Martin von Ruden. The joint effort will also be promoted in the Time Inc. title and on both the Real Simple and WE Web sites.

Over the next two months, WE will run vignettes in which Real Simple editors proffer tips on how women can simplify their lives.

The Real Simple relationship is one of three tie-ins that WE has forged with women's magazines this summer, von Ruden said. All three are meant to help WE infiltrate its target market by "integrating [the] network with high-profile brands with which women already have a strong relationship," he said.

On Aug. 30, WE teams up with Vogue for the half-hour special Agenda. Hosted by Daisy Fuentes, Agenda will give viewers "a sneak peek" at fashion, beauty, movies and music, von Ruden said. The network will also receive in-book promotional pages in Vogue.
Earlier, WE served as title sponsor of Self magazine's "Mind Body Self Festival," which focused on women's well-being. The June 22 event, held in New York's Central Park, included a concert by the The Go-Gos.

So far, 225 affiliates that reach 15 million homes have agreed to take part in Simplify Your Life, said von Ruden. The grand-prize winner will receive a month's worth of products and services designed to ease a woman's busy life, such as assistance from a chef, a housekeeper, a chauffeur and a personal trainer.

Participating affiliates from AT&T Broadband, Charter Communications Inc. and other major MSOs have been sent a kit that contains print ad slicks, a postcard direct-mail piece, a radio spot and a customizable cross-channel promo.

Affiliates that run the cross-channel spot 100 times per week in September will receive a $100 American Express gift check, in addition to the free one-year subscription to Real Simple that they may have earned by signing up before June 30.

A network spokeswoman said the Simplify Your Life push had a multi-million-dollar overall value.

Meanwhile, Lifetime Television announced its own women's magazine link last week. It will again join forces with Marie Claire to present the "Women Rock! Girls & Guitars" rock concert on Oct. 18.

The promotion is part of the network's ongoing public-awareness campaign, "Our Lifetime Commitment: Stop Breast Cancer for Life." The second annual "Girls & Guitars" concert will be telecast as a two-hour special on Oct. 28.