By Dylan Stableford

ABM, the association's b-to-b equivalent, retains current agency.

The Magazine Publishers of America
announced today the selection of Wenham, Massachusetts-based Mullen as the agency of record for its 3-year, $40 million advertising campaign to tout the power of print.

The campaign, handled by Fallon New York, was launched
in February 2005, and included a series of faux future covers
and t-shirts as well as a live demonstration
in May outside of the network television industry’s so-called Up Front presentations to media buyers.

In July, Minnesota-based Fallon announced that it would shutter its New York office, leaving the MPA to seek out other options.

Also Wednesday, American Business Media
, the association of business-to-business media companies, announced that it had retained DiMassimo, Inc., New York, as its advertising agency, with a planned campaign roll-out for the first half of 2006. Its budget, however, has yet to be determined.

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