Ad pages are down, readership has flatlined, blah blah। Magazines are in peril! This you know. What you don't know is that the industry's trade group, the Magazine Publishers of America, will not sit idly by handing out Ellie Awards without trying to do something about it. So they're got a lovely new ad campaign to remind readers, "Hey, glossy pages don't come cheap!" They're going to start running it on the Information Superhighway and in print, where, based on industry trends, nobody will see it.
The consumer magazine industry will launch a new ad campaign to highlight the strong role that Friends Don't Let Friends Read Magazines magazines play in driving purchase intent and online behavior, it was announced today by Nina Link, President and CEO of Magazine Publishers of America (MPA). The campaign is the first work to come out of the MPA's new ad agency, Toy New York.
The campaign, launching with three tongue-in-cheek print ads and seven online ads, will debut on September 8। The launch ads reveal consumers surrounded by an abundance of products that they have purchased as a result of seeing magazine ads. Independent research facts from companies including BIGResearch, Dynamic Logic, Roper Reports and Marketing Evolution are used to demonstrate the connection between magazine ads and consumer action. The tagline "Under the Influence of Magazines" reinforces magazines' strengths in a humorous manner.
Without all that unnecessary downer stuff about how the industry is caving in on itself.
(Magazine.org)
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