September 24, 2010

By By Billboard Staff

There are more tools than ever to promote a new single or album. But which ones work best? To find out, Billboard presents its third annual Maximum Exposure list, which tabulates the 100 best ways to generate sales and buzz. We asked label and publishing executives, publicists, managers and branding experts to rank the most effective means to promote music. Then we compiled our list?as well as rankings for Latin music, the United Kingdom, Japan and genres like rock and hip-hop?with the input of Billboard?s editorial staff. The results identify the most powerful promotional vehicles in music today. Below, a rundown of the top 25 entries. For the full list or to subscribe, click here.



25 Album Displayed In Best Buy Circular
Total U.S. Sunday newspaper circulation: about 40 million


In terms of overall album sales throughout the year, there?s hardly a more consistent sales driver, particularly during an album?s debut week. (Rank last year: 19)





24 Album Displayed At Starbucks Counter
Number of U.S. stores: 11,000.




Although Starbucks has reduced its in-store music selection from 16 titles to about four, label execs still believe the merchant can have a major impact. (Rank last year: 68)





23 Integrated Tour Sponsorship With A Leading Mobile Carrier
Average attendance for Lady Gaga?s Monster Ball tour: 13,000 per show, according to sources.


Mobile carriers offer the opportunity for millions of impressions through marketing dollars and promotional text messages to customers. Virgin Mobile, which is sponsoring Lady Gaga?s Monster Ball tour, allows fans to register for a chance to be the recipient of a call from Gaga before she performs ?Telephone.? (Rank last year: 71)





22 Album Displayed In Target Circular
Total U.S. Sunday newspaper circulation: about 40 million.


Like its counterpart at Best Buy, the Target circular can have an exceptionally strong impact on first-week sales. Appearing in the circular gets the act an endcap as well, but it doesn?t work the other way around. (Rank last year: 24)





21 Integrated Tour Sponsorship With A National Retailer




Today?s best tour-sponsorship deals offer not just a check, but millions of dollars? worth of marketing muscle and gross impressions for the band. Best way to get one? Know the brand, make sure it fits, show the company what you have to offer. And get on the radar of sponsorship brokers and agents. (Rank last year: 47)


Click here for 20 - 16.

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