As opposed to the magazine-as-an-art-gallery approach to revitalizing print, Hearst is going for the magazine-as-an-excursion approach. During their new 30 Days of Fashion promotion (September), they’ll have special editorial and sections, online activities, email and events. Four advertisers, Citigroup, Fortunoff Gold Expressions, L’Oreal and Lenscrafters Luxottica, have signed on as sole sponsors. TV Guide is also creating a bunch of special activities around a Los Angeles gathering of television critics.

NY Times: Print Is Just Part of a Big Hearst Push, 2006-Jul-6, by Stuart Elliott

The goal is to bring to life for magazine readers the kind of intimate insider experiences they might have if they took part in, say, the Fashion Week festivities held in New York each September.
"The idea is to connect more to consumers, give them more access," said Kevin O’Malley, vice president and publisher of Esquire.
"If they’re brought underneath the tent, so to speak, and we give them greater incentive to purchase, then mission accomplished."