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What is the Missing I program?
The Missing I program is a turn-key, out-of-home opportunity for TIME advertisers wishing to extend their reach by influencing millions of travelers across America. Participants leverage the TIME brand by integrating their product with the TIME logo, offering tremendous brand equity and credibility.
Posters are designed in the Missing I format with your product standing in for the "I" in the TIME logo. Launched in 1966, TIME has created hundreds of posters in nearly every major advertising category.
Benefits
- Custom-designed poster showcasing your product or service.
- Posters mounted for a four-week period in 10 major metropolitan markets.
- All production, distribution and posting of the posters is handled for advertisers by TIME.
Qualifications
- A Missing I Poster Program participant must be currently advertising in TIME.
- National advertisers are given preference. Magazine Network advertisers are not accepted.
- Access to a particular month is on a first-come, first-served basis.
Posting Period and Locations
Posters are scheduled for one calendar month and are posted within the first week of the month. Each poster remains in place for a four-week period.
Posting Locations
Through priority placement in major transportation terminals and routes, the program reaches an upscale audience of more than 20 million consumers each week.
TIME’s longstanding relationship with airport and commuter media guarantees Missing I posters prominent positioning in key terminals and other high-traffic areas.
| Atlanta |
2 |
| Boston |
2 |
| Chicago |
2 |
| Dallas/Ft. Worth |
1 |
| Detroit |
2 |
| Los Angeles (Orange County) |
2 |
| Miami |
2 |
| New York (Newark) |
2 |
| New York (JFK) |
2 |
| San Francisco |
2 |
| Washington, D.C. (Dulles) |
1 |
How is the creative developed?
TIME is responsible for concept, design and production of the poster. To ensure the best possible results, TIME requires a briefing of advertising objectives as well as both past and current ad campaigns (print and TV), promotional literature and any other related collateral material.
The opportunity for input and approval is offered throughout the process, but TIME reserves the right of final approval to ensure compliance with uniform standards and copyright laws.
Design
- The 4-color posters are approximately 62" wide x 43" high.
- The typeface for all TIME Missing I posters is standardized. The headline is written with an initial cap and lowercase letters in a standardized typeface.
Copy
TIME will write the headline to reflect the advertising message and the reason for advertising in TIME. Our most successful headlines run between 3 and 10 words.
Example 1:
Where GE finds enlightened readers.
Example 2:
Where Crowne Plaza Hotel guests stay informed.
- The posters do not use the advertiser’s logo.
- The posters will include the copyright line: ©2005 Time Inc.
Cost to the Advertiser
- In 2005, participating advertisers will be charged a program fee of $50,000; nearly one-half the value of the program.
- TIME covers the remaining costs.
- Advertiser fee is non-commissionable.
- Additional production costs that may incur include:
- Retouching or special stripping that exceeds the $2,000 allowance.
- Overtime costs due to extreme scheduling problems resulting from the agency’s or clients inability to meet established deadlines.
- Additional posters and/or mailing tubes.
- Jumbo (6" x 9") postcards of the poster for direct mail purposes.
Estimates for the above will be supplied upon request.
Production Timetable
Process must begin 20 weeks prior to posting.
For more information on the Missing I program, please contact your TIME Sales Representative, or email: gloria_fallon@timeinc.com
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