Women’s Health to Launch Ad Program With Pinterest

It’s still unclear how much money the Web site is making off its virtual scrapbooking, but plenty of its members have already found their own ways to cash in.

PINTEREST INTEREST: It’s still unclear how much money Pinterest is making off its virtual scrapbooking site, but plenty of its members have already found their own ways to cash in. Women’s Health, which has 16,660 followers and gets 25 percent of its referral traffic from the site, is about to launch one of the first Pinterest ad programs to come from a magazine, sponsored by Forevermark Diamonds.

From June 1 through June 30, the title will ask readers to create a dedicated Pinterest board integrating their favorite summer inspiration with Forevermark Diamonds. The winner will get a trip to attend a Women’s Health party in the Hamptons this summer.

This story first appeared in the May 25, 2012 issue of WWD.  Subscribe Today.

This is the second time the brand has integrated an advertiser into an editorially supported social media program. Women’s Health recently sold a 14-page Twitter takeover program for the July/August issue to Procter & Gamble Co. The title has more than one million followers on Twitter, more than Glamour, Cosmopolitan, Self, Shape and Fitness combined. Publisher Laura Frerer said 90 percent of all proposals include social media. Now if only all those people on social media actually buy magazines.

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