How clever: A hotspot in a magazine
Microsoft offers Forbes readers free wifi in an insert
May 3, 2013
These days free wifi shows up in the darnedest places.
At libraries. At amusement parks. On airplanes.
And now, in perhaps the most unexpected place of all: In a magazine.
In this week’s issue of Forbes magazine, Microsoft is promoting its new Office 365 software by including a small wireless wifi router.
The router is contained in a four-page insert that ran in a small number of magazines sent to business and technology professionals targeted by Microsoft.
The router is housed in a very thin cardboard box that’s part of the insert.
The router can connect up to five devices to the internet. It lasts for two to three hours, depending on how many devices have been connected, before it has to be recharged. It comes with 15 days of free service courtesy of T-Mobile.
The idea behind the promotion is to emphasize how handy it is to have constant access to information, which is what Microsoft offers with Office’s cloud service.
The stunt works because it’s a unique way to draw attention to the product, as well as the magazine itself.
There’s been lots of buzz about the promotion online, a rarity for a magazine advertisement of any type. Engagenet, Mashable, Consumerist and dozens of other sites have written about the free Forbes router.
It’s believed to be the first time that a magazine has delivered free wifi, though it’s hardly the first high-tech offer in a magazine.
Last year, for example, Entertainment Weekly ran an ad for the CW that included a tiny smartphone that played clips of the network’s new shows and delivered a live Twitter feed.
And in 2009 EW included a small TV screen in an ad for CBS that also played clips of its shows.
Readers: New fall shows are looking better
The seven commandments of community newspapers
So far it’s Clinton over Trump, at least on TV
Tell us, what do you expect from the Rio Games?
History, herstory, Hillary: Final night of the DNC
Cable overnights: ‘Smackdown’ slips in second week
The next wave: America’s Hispanics and the New America
Selling up or selling out: Reddit adds new ads
NBC stays well ahead of competition on Tuesday
NASCAR sets new record for NBCSN
Hispanic TV: Telemundo wins week in 18-49s
This week’s broadcast ratings
Programming blog: What’s canceled and renewed
- Nir Refuah becomes executive creative technology director at McCann
- Scott Voege becomes group account director at Erwin Penland
- Kevin Conroy becomes president of digital at MGM
- Eben Davidson becomes SVP of development at Paramount TV
- Eduardo Suñol rises to VP of Telemundo News Digital
- Jay Trinidad becomes Northeast Asia GM at Discovery
- Mariana Seoane starring in Telemundo's 'El Chema'
- Adam Copeland joins the cast of History's 'Vikings'
- Judd Hirsch joins CBS's 'Superior Donuts'
- Elizabeth Marvel joins Showtime's 'Homeland'
This week’s broadcast ratings
This week’s cable ratings
This month’s digital traffic data: June 2016
This week’s top-rated movies, songs and books
This week’s daypart ratings
This month’s new media traffic data
Needed: Print media buyer in Chicago
Digital media buyer wanted in El Segundo
Media buyer wanted in Austin
Digital media planner wanted in Salt Lake City
Direct mail media planner job in Minneapolis