Media & Publishing

From online to television, brand consumer outlets to niche verticals, Coyne PR has worked closely with a wide variety of media and publishing providers to help them achieve their desired results. Coyne’s industry-leading clients include Rodale Inc., the world leader in healthy living content across all platforms, as well as ESPN, which enlisted Coyne for wide-ranging support around the network’s coverage of the 2010 FIFA World Cup in South Africa, the most successful U.S. World Cup broadcast in history.
 
The agency also assists ESPN with consumer and trade outreach for ESPN The Magazine, helped the Lifetime Network’s digital group launch Project Runway online, and assists with ongoing strategy and program implementation for trusted media brands ranging from USA Today to WebMD.
 
Our team members have years of industry experience earned both in-house and on the agency side, and know first-hand the challenges our clients face on a daily and long-term basis. We strive to continually provide our clients with smart, honest counsel, unmatched customer service, and the ideas—as well as the execution—that will help them drive audience, maximize partnerships and make them the hero of the story.

The SEC Network

Issue: In preparation for the launch of their newest broadcast property, The SEC Network, in August 2014, ESPN turned to Coyne PR for assistance in raising national and regional brand awareness for the network among consumers and—importantly—potential carriage providers.

Idea: Coyne devised a two-pronged approach to media outreach: elevate the launch of the SEC Network as a must-have national outlet, while maintaining a particularly strong drumbeat in existing SEC hotbed markets. To expand the network’s media footprint nationally, Coyne leveraged tried-and-true ESPN network talent, including Jesse Palmer, Brent Musburger and Paul Finebaum, as well as new, high-profile additions to the ESPN family specific to the soon-to-launch network, such as Tim Tebow. In an effort to fuel the fan fire down south, particularly in SEC-specific  markets, Coyne placed SEC Network talent and executives in front of regional print and radio outlets on an almost weekly basis, and booked SEC Network talent on a month-long regional radio media tour to drive a steady drumbeat of local market press coverage. Lastly, Coyne introduced and educated sports business industry influencers by offering a behind-the-scenes look at the process of launching a network, coordinating an intimate media luncheon in New York City with SEC Network leader Justin Connolly and lead play-by-play voice Musburger with media.

Impact: By the time it launched on August 14, 2014, every major cable provider in the country was on board to carry the SEC Network, and it is considered to be the most successful network launch in cable history. Coyne generated significant national press coverage for SEC Network talent and executives including features in the Wall Street Journal, USA TODAY, Delta Sky, American Airlines and JetSet Magazine, as well as top-tier regional outlets in key SEC markets such as Atlanta Magazine, Gainesville Magazine, 002 Houston and The South, among many others.

Supporting the Most Successful Network Launch in Cable History

Issue: In preparation for the launch of their newest broadcast property, The SEC Network, in August 2014, ESPN turned to Coyne PR for assistance in raising national and regional brand awareness for the network among consumers and—importantly—potential carriage providers.

Idea: Coyne devised a two-pronged approach to media outreach: elevate the launch of the SEC Network as a must-have national outlet, while maintaining a particularly strong drumbeat in existing SEC hotbed markets. To expand the network’s media footprint nationally, Coyne leveraged tried-and-true ESPN network talent, including Jesse Palmer, Brent Musburger and Paul Finebaum, as well as new, high-profile additions to the ESPN family specific to the soon-to-launch network, such as Tim Tebow. In an effort to fuel the fan fire down south, particularly in SEC-specific  markets, Coyne placed SEC Network talent and executives in front of regional print and radio outlets on an almost weekly basis, and booked SEC Network talent on a month-long regional radio media tour to drive a steady drumbeat of local market press coverage. Lastly, Coyne introduced and educated sports business industry influencers by offering a behind-the-scenes look at the process of launching a network, coordinating an intimate media luncheon in New York City with SEC Network leader Justin Connolly and lead play-by-play voice Musburger with media.

Impact: By the time it launched on August 14, 2014, every major cable provider in the country was on board to carry the SEC Network, and it is considered to be the most successful network launch in cable history. Coyne generated significant national press coverage for SEC Network talent and executives including features in the Wall Street Journal, USA TODAY, Delta Sky, American Airlines and JetSet Magazine, as well as top-tier regional outlets in key SEC markets such as Atlanta Magazine, Gainesville Magazine, 002 Houston and The South, among many others.

USA Today Sports Media Group

Issue:  The USA TODAY Sports Media Group, which encompasses more than 140 national and local media brands, as well as hundreds of digital sports verticals, has, since its inception in 2011, looked to Coyne PR for help in telling its ever-evolving business story.

Idea: After initially working with the Sports Media Group’s executive leadership team to remake the perception of the brand from one that is print-centric to one on the leading edge of mobile and digital innovation, Coyne now works closely with the USA TODAY Sports leadership team to strategize against initiatives and maximize industry communications efforts that target the advertising and media-buying communities. Coyne PR is also charged with supporting consumer PR efforts in support of major USA TODAY Sports sponsor platforms that include its Year In Sports program and the College Football Fan Index, among others.

Impact: Over its first year together, Coyne PR helped generate 198 trade stories—more than one story every two days—to help the USA TODAY Sports Media Group introduce itself to the marketplace, explain its strategy, and demonstrate the success of its mission, which culminated with a finalist nomination for Best in Digital Media from Sports Business Journal’s 2013 Sports Business Awards. Since then, USA TODAY Sports has become a permanent fixture among comScore’s top five digital sports properties every month, and has received awards from influential trade outlets Digiday, Cynopsis and Mobile Marketer.

Building a New Media Brand

Issue:  The USA TODAY Sports Media Group, which encompasses more than 140 national and local media brands, as well as hundreds of digital sports verticals, has, since its inception in 2011, looked to Coyne PR for help in telling its ever-evolving business story.

Idea: After initially working with the Sports Media Group’s executive leadership team to remake the perception of the brand from one that is print-centric to one on the leading edge of mobile and digital innovation, Coyne now works closely with the USA TODAY Sports leadership team to strategize against initiatives and maximize industry communications efforts that target the advertising and media-buying communities. Coyne PR is also charged with supporting consumer PR efforts in support of major USA TODAY Sports sponsor platforms that include its Year In Sports program and the College Football Fan Index, among others.

Impact: Over its first year together, Coyne PR helped generate 198 trade stories—more than one story every two days—to help the USA TODAY Sports Media Group introduce itself to the marketplace, explain its strategy, and demonstrate the success of its mission, which culminated with a finalist nomination for Best in Digital Media from Sports Business Journal’s 2013 Sports Business Awards. Since then, USA TODAY Sports has become a permanent fixture among comScore’s top five digital sports properties every month, and has received awards from influential trade outlets Digiday, Cynopsis and Mobile Marketer.

ESPN The Magazine

Issue: ESPN The Magazine challenged Coyne PR with executing and publicizing the lavish red carpet event celebrating the launch of the magazine’s highly-anticipated, “Body Issue.”

Idea: The team reached out reporters, along with key influencers, to attend the star-studded, red carpet party held at the Meatpacking District’s HighLine Stages. In addition to managing the red carpet, which included many of the athletes featured in the issue along with celebrities, the team coordinated one on one interviews with key talent onsite and generated unique content to be live tweeted and posted on social networking sites after the event to create continued buzz.

Impact: The results left the competition envious with the launch event generating more than 21 million impressions and placements in print/online outlets such as USA Today, Seventeen, The New York Post, US Weekly, OK! and The New York Daily News; and broadcast placements such as “Saturday Night Live” and “E! News.”

Body Issue Launch

Issue: ESPN The Magazine challenged Coyne PR with executing and publicizing the lavish red carpet event celebrating the launch of the magazine’s highly-anticipated, “Body Issue.”

Idea: The team reached out reporters, along with key influencers, to attend the star-studded, red carpet party held at the Meatpacking District’s HighLine Stages. In addition to managing the red carpet, which included many of the athletes featured in the issue along with celebrities, the team coordinated one on one interviews with key talent onsite and generated unique content to be live tweeted and posted on social networking sites after the event to create continued buzz.

Impact: The results left the competition envious with the launch event generating more than 21 million impressions and placements in print/online outlets such as USA Today, Seventeen, The New York Post, US Weekly, OK! and The New York Daily News; and broadcast placements such as “Saturday Night Live” and “E! News.”

ESPN

Issue: ESPN PR charged Coyne PR with assisting the team in its outreach efforts leading up to ESPN’s unprecedented coverage of the 2010 FIFA World Cup in South Africa—the largest commitment ESPN has ever made to a single event in its history.

Idea: Coyne PR worked with ESPN to invite key media to get a sneak peak of ESPN’s 33 specially created mural ads to promote the World Cup at a Charity Art Exhibit, which also raised money for Grassroots Soccer. In an effort to create awareness for ESPN’s unprecedented commitment to the international sporting event, Coyne PR worked with ESPN PR to invite influential business, consumer and sports media to multiple events previewing both content and marketing initiatives surrounding its World Cup coverage.

Impact: Media coverage garnered by Coyne PR resulted in more than 144.1 million media impressions, a 50 percent increase in viewership and 326 stories. Placements included cover stories in Time, MediaWeek, Billboard and Broadcasting & Cable as well as stories in USA Weekend, Forbes, Fast Company, Portfolio, Men’s Health, Real Simple, Scholastic Parent and Child, Associated Press, USA Today and The New York Times.

FIFA World Cup

Issue: ESPN PR charged Coyne PR with assisting the team in its outreach efforts leading up to ESPN’s unprecedented coverage of the 2010 FIFA World Cup in South Africa—the largest commitment ESPN has ever made to a single event in its history.

Idea: Coyne PR worked with ESPN to invite key media to get a sneak peak of ESPN’s 33 specially created mural ads to promote the World Cup at a Charity Art Exhibit, which also raised money for Grassroots Soccer. In an effort to create awareness for ESPN’s unprecedented commitment to the international sporting event, Coyne PR worked with ESPN PR to invite influential business, consumer and sports media to multiple events previewing both content and marketing initiatives surrounding its World Cup coverage.

Impact: Media coverage garnered by Coyne PR resulted in more than 144.1 million media impressions, a 50 percent increase in viewership and 326 stories. Placements included cover stories in Time, MediaWeek, Billboard and Broadcasting & Cable as well as stories in USA Weekend, Forbes, Fast Company, Portfolio, Men’s Health, Real Simple, Scholastic Parent and Child, Associated Press, USA Today and The New York Times.

Rodale

Issue: Rodale, the largest health and wellness content provider in the world with a global audience of more than 70 million, enlisted Coyne PR to serve as a strategic consultant for its corporate communications initiatives and program-specific efforts on behalf of marquee brands including Men’s Health, Women’s Health, Prevention, Runner’s World and Bicycling.

Idea: Coyne PR worked hand-in-hand with Rodale staff to develop trade and consumer PR campaigns that highlight the company’s cutting edge work in a rapidly changing media landscape. In order to showcase the brand’s initiatives and programs outside of its publishing roots, Coyne PR worked directly with senior leadership and the corporate communications department to identify story leads prior to program launches.

Impact: By employing varied forms of outreach strategies, Coyne PR supplemented Rodale’s valuable relationships with key national trade, business and consumer outlets to also position Rodale as a go-to source for information relating to the creation and packaging of health and wellness content, and Rodale and its properties received coveted placements within top trade and consumer outlets, including Ad Age, The New York Times, TODAY and The New York Post, among others.

AOR for the World's Leading Authority on Healthy Lifestyle

Issue: Rodale, the largest health and wellness content provider in the world with a global audience of more than 70 million, enlisted Coyne PR to serve as a strategic consultant for its corporate communications initiatives and program-specific efforts on behalf of marquee brands including Men’s Health, Women’s Health, Prevention, Runner’s World and Bicycling.

Idea: Coyne PR worked hand-in-hand with Rodale staff to develop trade and consumer PR campaigns that highlight the company’s cutting edge work in a rapidly changing media landscape. In order to showcase the brand’s initiatives and programs outside of its publishing roots, Coyne PR worked directly with senior leadership and the corporate communications department to identify story leads prior to program launches.

Impact: By employing varied forms of outreach strategies, Coyne PR supplemented Rodale’s valuable relationships with key national trade, business and consumer outlets to also position Rodale as a go-to source for information relating to the creation and packaging of health and wellness content, and Rodale and its properties received coveted placements within top trade and consumer outlets, including Ad Age, The New York Times, TODAY and The New York Post, among others.

WebMD and Sanford Health

Issue: WebMD and Sanford Health were faced with launching their new joint website, fit, designed to educate kids and parents on healthy living and obesity prevention.

Idea: To reignite the childhood obesity discussion and, consequently, direct people to the new fit website as a solution, Coyne PR introduced a never-before-discussed angle into the media’s consideration set:  the difficulty parents have speaking to kids about weight.  Dubbed “The New Talk,” the team queried parents and kids across the nation and found out that, in fact, weight was a more difficult discussion for parents to have with their kids than sex, drugs and alcohol. 

Impact: The Coyne team kicked off the launch of fit with multiple national placements, including segments on “TODAY,” the “Early Show,” “CNN Headline News” and two pieces in USA Today, followed by hits in the Huffington Post, Parents and Family Circle.  The coverage carried through into multiple stories in top media markets, including New York, Los Angeles, Washington, D.C. and Atlanta. 

Raising fit Kids

Issue: WebMD and Sanford Health were faced with launching their new joint website, fit, designed to educate kids and parents on healthy living and obesity prevention.

Idea: To reignite the childhood obesity discussion and, consequently, direct people to the new fit website as a solution, Coyne PR introduced a never-before-discussed angle into the media’s consideration set:  the difficulty parents have speaking to kids about weight.  Dubbed “The New Talk,” the team queried parents and kids across the nation and found out that, in fact, weight was a more difficult discussion for parents to have with their kids than sex, drugs and alcohol. 

Impact: The Coyne team kicked off the launch of fit with multiple national placements, including segments on “TODAY,” the “Early Show,” “CNN Headline News” and two pieces in USA Today, followed by hits in the Huffington Post, Parents and Family Circle.  The coverage carried through into multiple stories in top media markets, including New York, Los Angeles, Washington, D.C. and Atlanta. 

espnW

Issue: In the months leading up to the 40th anniversary of Title IX, espnW—ESPN’s multiplatform destination designed to inform and inspire female athletes and fans— asked Coyne to reinforce the network’s ownership of the legislation’s anniversary, as well as solidify their position as the undisputed leader in the women’s sports space.

Idea: Coyne PR proposed unveiling the “Title IX Is Mine” photo mosaic as a 3-D light show in Washington, DC—the home of Title IX’s passage—upon the Newseum’s defining architectural feature:  a 74-foot-high marble First Amendment tablet. Leading up to the event, Coyne PR pitched key local, regional and national outlets regarding both the mosaic unveil and relevant Top 40 athletes, as well as espnW staff as Title IX spokespeople in their own hometowns, creating hyper-local rooting interest for the worldwide media brand.

Impact: Coyne PR’s efforts generated extensive local and national coverage of espnW’s Title IX initiative, garnering placements on Good Morning America’s website and in The Washington Post and Washingtonian magazine, among many others. In total, Coyne PR’s Title IX efforts yielded 81 placements and more than 48 million media impressions, solidifying espnW’s voice as a go-to media authority on all things women’s sports.

40th Anniversary of Title IX

Issue: In the months leading up to the 40th anniversary of Title IX, espnW—ESPN’s multiplatform destination designed to inform and inspire female athletes and fans— asked Coyne to reinforce the network’s ownership of the legislation’s anniversary, as well as solidify their position as the undisputed leader in the women’s sports space.

Idea: Coyne PR proposed unveiling the “Title IX Is Mine” photo mosaic as a 3-D light show in Washington, DC—the home of Title IX’s passage—upon the Newseum’s defining architectural feature:  a 74-foot-high marble First Amendment tablet. Leading up to the event, Coyne PR pitched key local, regional and national outlets regarding both the mosaic unveil and relevant Top 40 athletes, as well as espnW staff as Title IX spokespeople in their own hometowns, creating hyper-local rooting interest for the worldwide media brand.

Impact: Coyne PR’s efforts generated extensive local and national coverage of espnW’s Title IX initiative, garnering placements on Good Morning America’s website and in The Washington Post and Washingtonian magazine, among many others. In total, Coyne PR’s Title IX efforts yielded 81 placements and more than 48 million media impressions, solidifying espnW’s voice as a go-to media authority on all things women’s sports.

MSG Varsity

Issue: MSG Varsity, the nation’s first 24/7 television network devoted to high school sports and activities, looked to Coyne PR to help make them the “B.M.O.C.” (the Big Media Outlet on Campus) for high school students and their families throughout the New York, New Jersey and Connecticut tri-state area.

Idea: In keeping with MSG Varsity’s programming strategy, Coyne PR worked with MSG Varsity to create hyper-local awareness for the network as a community asset and the outlet to turn to when families want to see their kids—and their neighbors—in action. Coyne PR served as MSG Varsity’s daily news bureau to promote coverage of high school activities from Centereach, LI to Central Jersey.

Impact: Coyne PR generated more than 62 million media impressions and nearly 300 media placements throughout MSG Varsity’s media footprint of 3 million households, numbers that grew by more than 40 percent. MSG Varsity has become recognized regionally as the authority on high school sports, becoming a major factor in determining a household’s choice between subscribing to cable or to satellite distributors that don’t carry the network.

Straight A's

Issue: MSG Varsity, the nation’s first 24/7 television network devoted to high school sports and activities, looked to Coyne PR to help make them the “B.M.O.C.” (the Big Media Outlet on Campus) for high school students and their families throughout the New York, New Jersey and Connecticut tri-state area.

Idea: In keeping with MSG Varsity’s programming strategy, Coyne PR worked with MSG Varsity to create hyper-local awareness for the network as a community asset and the outlet to turn to when families want to see their kids—and their neighbors—in action. Coyne PR served as MSG Varsity’s daily news bureau to promote coverage of high school activities from Centereach, LI to Central Jersey.

Impact: Coyne PR generated more than 62 million media impressions and nearly 300 media placements throughout MSG Varsity’s media footprint of 3 million households, numbers that grew by more than 40 percent. MSG Varsity has become recognized regionally as the authority on high school sports, becoming a major factor in determining a household’s choice between subscribing to cable or to satellite distributors that don’t carry the network.

Turner Sports

Issue: Coyne PR was tapped to raise nationwide awareness for Turner Sports and its three national networks: TBS, TNT and truTV, as well as the first-ever National Bracket Day, the only day fans had to fill out their brackets.

Idea: To generate publicity for Turner Sports’ big day in March, Coyne PR tipped off the effort in January, tapping into the key influencers who are the lifeblood of the sport: college basketball beat writers. For writers who could not meet with Turner executives, Coyne PR created the Turner Sports Power Brunch, attended by college basketball writers from the Tri-State area. Writers were taken behind the scenes of Turner’s upcoming coverage and asked questions of the Turner Sports’ panel, which included Turner Sports’ President David Levy, Executive Producer Jeff Behnke, and broadcasters Marv Albert and Steve Kerr.

Impact: As National Bracket Day approached, Coyne PR arranged for an exclusive story to break in the New York Daily News on March 2, detailing how the day would be celebrated nationwide, followed by a full-court press on the media all across the country. The entire campaign garnered stories that appeared in USA Today, New York Daily News, New York Post, Los Angeles Times, Yahoo!  and Newsday among others. In all, the campaign garnered more than 75 stories and more than 110 million media impressions.

National Bracket Day

Issue: Coyne PR was tapped to raise nationwide awareness for Turner Sports and its three national networks: TBS, TNT and truTV, as well as the first-ever National Bracket Day, the only day fans had to fill out their brackets.

Idea: To generate publicity for Turner Sports’ big day in March, Coyne PR tipped off the effort in January, tapping into the key influencers who are the lifeblood of the sport: college basketball beat writers. For writers who could not meet with Turner executives, Coyne PR created the Turner Sports Power Brunch, attended by college basketball writers from the Tri-State area. Writers were taken behind the scenes of Turner’s upcoming coverage and asked questions of the Turner Sports’ panel, which included Turner Sports’ President David Levy, Executive Producer Jeff Behnke, and broadcasters Marv Albert and Steve Kerr.

Impact: As National Bracket Day approached, Coyne PR arranged for an exclusive story to break in the New York Daily News on March 2, detailing how the day would be celebrated nationwide, followed by a full-court press on the media all across the country. The entire campaign garnered stories that appeared in USA Today, New York Daily News, New York Post, Los Angeles Times, Yahoo!  and Newsday among others. In all, the campaign garnered more than 75 stories and more than 110 million media impressions.

Lifetime Digital

Issue: Lifetime Digital looked to Coyne PR to create awareness, drive traffic and build consumer credibility for the fashion content at its main online destination, myLifetime.com, as well as its other fashion properties, including AlltheLooks.com, a site dedicated to celebrity style and beauty, and Roiworld.com, Lifetime Digital’s fashion gaming site.

Idea: Coyne PR worked with AlltheLooks.com’s digital agency, and hosted a cocktail party at fashion designer, David Meister’s studio for influential bloggers and magazine editors, where Meister previewed the hottest looks coming to this year’s red carpet events, and dished insider tips and trends for the everyday woman. The fashion-forward designer Norma Kamali worked with Roiworld.com to simultaneously launch her much-anticipated Spring Collection for Wal-Mart during NYC Fashion Week via an online game, giving fashion gamers the opportunity to view and purchase the clothes debuting on the catwalk before anyone else — a first in the fashion world.

Impact: Overall, the Lifetime Digital fashion campaign generated more than 22 million impressions and 208 stories and generated significant buzz for Lifetime Digital proprieties in the fashion community, as well as creating technology, pop culture and TV industry news.

Strutting into the Fashion Realm

Issue: Lifetime Digital looked to Coyne PR to create awareness, drive traffic and build consumer credibility for the fashion content at its main online destination, myLifetime.com, as well as its other fashion properties, including AlltheLooks.com, a site dedicated to celebrity style and beauty, and Roiworld.com, Lifetime Digital’s fashion gaming site.

Idea: Coyne PR worked with AlltheLooks.com’s digital agency, and hosted a cocktail party at fashion designer, David Meister’s studio for influential bloggers and magazine editors, where Meister previewed the hottest looks coming to this year’s red carpet events, and dished insider tips and trends for the everyday woman. The fashion-forward designer Norma Kamali worked with Roiworld.com to simultaneously launch her much-anticipated Spring Collection for Wal-Mart during NYC Fashion Week via an online game, giving fashion gamers the opportunity to view and purchase the clothes debuting on the catwalk before anyone else — a first in the fashion world.

Impact: Overall, the Lifetime Digital fashion campaign generated more than 22 million impressions and 208 stories and generated significant buzz for Lifetime Digital proprieties in the fashion community, as well as creating technology, pop culture and TV industry news.


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The Media & Publishing Leadership Team


client experience
  • Babycenter
  • Cablevision
  • Cookie Magazine
  • ESPN
  • ESPN The Magazine
  • Lifetime Digital
  • MSG Varsity
  • Rodale
  • Sports Business Journal
  • Turner Sports
  • USA Today Sports
  • WebMD