The two big publishing Companies like Bonnier and Discovery have made an agreement to produce “The Science Channel”, completely dedicated to popular science starting in June. At the base of this choice that both publishers have defined as “a new cross-platform approach for advertisers, readers and viewers”, there are evident editorial reasons (Bonnier is the publisher of the very famous monthly magazine “Popular Science” with more than 6 millions of readers each month) and Clients sharing, that now on could choose if planning on the review or TV media (transmitted in more than 56 millions of American houses). Both talk to the same target and now with the same “brand”. The analysts of “Advertising Age” have noted the different implication of product placement and even Brand Integration that this kind of operation has provoked. It’s likely that at the base of this agreement there are reasons of migration and brand interchanging from one media to the other. A different kind of product placement is taking place: the TV watchers of Science Channel have the chance to deepen all the arguments through the magazine, while the readers of the magazine could watch the videos and documentaries they are interested in on TV. A valuable declination of product placement that proves the validity of this strategy. If employed with ethic and in a professional way, product placement can find out solutions and innovations even in a period of crisis such as this.
