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Saturday, October 27, 2007

Second UUA 'Time' ad introduces online outreach.

The Unitarian Universalist Association's second Time magazine ad appeared Friday in the November 5 edition. (See pages 71 and 72.) The pair of ads announces the launch of a UUA-sponsored Time.com religion archive called The Religion Pages, which features links to Time articles alongside links to UUA promotional content. You'll also see the UUA's first online banner ads on the Time.com site.

Fortuitously, the UUA ads appear in the print edition on the spread with Time's article about Dumbledore's coming out.

For more on the UUA ad campaign, see uuworld.org's news coverage, UUA.org's reports and announcements, and earlier discussions here at Philocrites.

Copyright © 2007 by Philocrites | Posted 27 October 2007 at 11:27 AM

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2 comments:

Jess:

October 27, 2007 12:54 PM | Permalink for this comment

"The Religion Pages" themselves are pretty slick, but then I noticed that most of the articles linked there are nowhere near current. The "How Should We Teach Our Kids About SEX?" article is from 1993 (and you have to look carefully at the teeny-tiny print at the very beginning to determine that, after being clued by a statement like "the arrival of AIDS in the American psyche a decade ago. . .").

So it's a "special collection" of articles from the archives, and not a new feature, and, I notice, there is no link to the section from the main Time.com page. Do a search for "religion" -- nothing. Do a search for "Unitarian Universalism" -- the newest article linked is from 1983, and starts with the old joke, "How does a Unitarian begin his prayer? Answer: 'To whom it may concern.'"

How do "The Religion Pages" relate to the rest of Time.com, in order to be found by surfers? Or does the campaign rely upon someone seeing the ad in the print magazine and typing in the URL?

Is the UUA really getting its money's worth for this?

Philocrites:

October 27, 2007 05:11 PM | Permalink for this comment

Jess asked:

How do "The Religion Pages" relate to the rest of Time.com, in order to be found by surfers? Or does the campaign rely upon someone seeing the ad in the print magazine and typing in the URL?

It appears to me that "The Religion Pages" aren't set up for surfers — or even for Time.com archive browsers — but are really an extension of the print ad campaign. An advantage of this approach, for the advertiser, is that people drawn to the archive can then be tracked as they click through to UUA.org, which should yield some new insight into the interests of people attracted by the UUA campaign. Tracey Robinson-Harris told uuworld.org:

"The primary purpose of the Time partnership campaign is to generate greater name recognition for Unitarian Universalism," said Robinson-Harris. What will constitute success for the campaign? "We'll monitor website use information from UUA.org and Time.com, review membership and visitor statistics when available, and we'll get feedback from key constituent groups."

I also don't know which key constituent groups are being consulted, but ministers are probably among them.



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