Industry News

Janome America & Next New Networks announce advertising partnership
Sewing machine giant to integrate advertising on popular ThreadBanger Network

Janome America, Inc., a leading manufacturer of home sewing machines, joins forces with Next New Networks and their hit online television network, ThreadBanger, the first network for people who create their own fashion, for an advertising partnership. The advertising campaign will include sponsored segments during ThreadHeads, the network’s weekly flagship program, as well as regular promotional elements within the show. Janome will also have a sponsorship presence on the ThreadBanger Web site and across ThreadBanger’s super-distributed network, which includes a popular YouTube channel and iTunes video podcast. 

“This is a definitive step forward in our advertising strategy to work with industry-leading companies as we increase our viewership,” said Herb Scannell, co-founder and Chief Executive Officer of Next New Networks. “This is great for ThreadBanger since, with Janome on board, it will inspire even more fans, designers and sewists, experienced and new alike, to try the projects they create on the unique ThreadHeads program.”

By partnering with Next New Networks, Janome will be able to reach the millions of viewers that watch ThreadBanger across a multitude of online video platforms. Through ThreadBanger specifically, Janome is getting involved in the growing Do-It-Yourself trend. Janome’s machines are the perfect tools to help execute the step-by-step projects that ThreadBanger provides as the machines’ combination of ruggedness and hi-tech features are ideal for savvy DIY-ers who want to take a stab at designing.

“We admire Next New Networks for generating programming like ThreadBanger and are both honored and excited to be a part of this movement,” said Jiro Hagiwara, president and CEO of Janome America Inc. “By working with ThreadBanger we not only are inspiring people to create new looks through re-fashioning, but by encouraging the re-use of materials we are helping people be eco-conscious.”

Reprinted from SQE Professional, July 2008