15:37 Feb 10, 2011 

Yes, it was the because of the "kann ... verlängert werden" that I felt "promotional spread" was not what was intended in this context. I think your feeling is correct.

14:49 Feb 10, 2011 

Spread sounds right. Yet, I have a feeling this refers to the reach of the promotion, extending its reach and coverage. I was/am an advertising and marketing professional and we used terms like that to describe extending the life of the original advertising measure with synergistic measures...the text you quote refers to that. So my recommendation would be the extent or effectiveness of the promotion. Alison - interesting blog - will take a closer look.

13:43 Feb 10, 2011 

... "promotional spread", but I see Alison has already mentioned it. Almost certainly the way to go.

12:56 Feb 10, 2011 

Thank you Kerstin and Alison! Interesting link, Alison! "spread" seems to fit well in the context. As to "Promotion" and "Advertorial", they both appear in the same sentence, which is about an advertorial. I think that an advertorial can be a "promotion" in the sense given in the link (gezielte Aktion).

12:25 Feb 10, 2011 

I think the Google references you mention are probably referring to advertorial/promotional spreads, e.g. four-page advertorial spread, two-page promotional spread, etc., but I'm not sure if that fits in your case.

PS I also found this interesting blog:
False friends, good and bad translation, Denglisch, Tipps für Übersetzer
Ein Mini-Glossar für den Anzeigenverkauf
Große Vorsicht ist bei Promotion oder Promotionsstrecke geboten – da fragen wir immer nach: denn meist ist ein advertorial gemeint, d.h. die redaktionelle Präsentation von Inhalten von werblichem Charakter (eine promotion ist für uns dagegen eine gezielte Aktion oder ein Sonderangebot).
http://falsefriends-mcsquared.blogspot.com/2009/03/ein-mini-...