Marketing 12th Edition by Charles Lamb,Charles Lamb,Joe Hair

Exercise 6

Like most periodicals, ReadyMade relies on advertisers for much of its revenue. Finding companies interested in advertising in the magazine and cultivating those relationships is an important component of making the company successful. ReadyMade must constantly market its product to potential investors through personal contact and solicitation. ReadyMade also must develop relationships with distributors and other businesses that will directly or indirectly promote the magazine and help make it successful. As you watch this video, notice the strategies that Darci Andresen describes as she explains the process she goes through as head of Advertising Sales Special Promotions when seeking new advertisers.
Questions
What sort of strategic alliances does ReadyMade maintain? In what ways are these partnerships beneficial to the magazine?