Publishing Executive Beckman Branded Entertainment Venture

3 Lions Entertainment to revive "Fashion Rocks"

An executive best known for his years in the trenches at various magazines has joined with investor Ron Burkle to reinvent himself as a guide to the often heady business of weaving advertisers into events and content.

Richard Beckman’s name is well known among New York publishers and on Madison Avenue. He recently was the founding chief executive of Prometheus Global Media, where he helped manage a relaunch of both The Hollywood Reporter and Adweek. But he is probably best known for his 24-year tenure at Conde Nast Publications, home to storied titles like Vanity Fair and Vogue, where he rose to oversee the sale of multi-title ad packages and other cross-company sales initiatives.

Now, Beckman will partner with Burkle’s Yucaipa Cos. and entertainment attorney Joel Katz of Greenberg Traurig to create 3 Lions Entertainment. The firm will “create original world-class branded entertainment events and content platforms,” according to a prepared statement.

Among the company’s first efforts will be a revival of two projects with which Mr. Beckman has long been associated: “Fashion Rocks,” a fundraising event that featured new work from top designers and musical performances by big-name musical acts; and Movies Rock,” a 2007 CBS TV special that looked back at popular songs from films.

Beckman will serve as chief executive, and work to match top event and content producers with marketers.

As more consumers grow weary of traditional ad ploys such as TV commercials and print advertising, weaving sponsorships into the content itself has taken on importance. Advertisers have in recent years placed more emphasis on product placement in TV programs and other kinds of sponsorships that make them part of the content, rather than something that interrupts it.

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