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Consumer Powerhouses Unite to Reinforce the Power of Print

Campaign to challenge ‘misconceptions’ about print’s relevancy, longevity.



By Jason Fell
03/01/2010

RELATED: Magazines Have an Advertising Perception Problem, Not a Consumer Problem

The biggest players in consumer magazine publishing have banded together to remind readers that the print magazine medium is still very much alive, and kicking.

Time Inc., Condé Nast, Hearst, Meredith Corp. and Wenner Media jointly announced today a campaign called “Magazines, The Power of Print,” which will span print and online. Also participating in the campaign are Active Interest Media, American Express Publishing, Bonnier Corp., Emmis, ESPN, National Geographic, New York magazine and a host of third party Web sites.

 The seven-month, $90 million campaign is expected to roll out with the May issues of nearly 100 print magazines and their Web sites. For weeklies, the campaign will kick off with the issues on sale the week of April 5.

The campaign was developed in partnership with commercial communications firm Y&R New York. It targets advertisers, shareholders and industry influencers, and “seeks to reshape the broader conversation about magazines, challenge misperceptions about the medium's relevancy and longevity, and reinforce magazines' important cultural role,” the publishers said in the announcement.

In one ad, featuring Olympic swimmer Michael Phelps, the page exclaims: “The Internet is exhilarating. Magazines are enveloping. The Internet grabs you. Magazines embrace you. The Internet is fleeting. Magazines are immersive. And both media are growing.”

"This campaign supports the fact that there really is no better medium to advertise in than magazines," Cathie Black, president of Hearst Magazines, said in the announcement. "Magazines are the most cost effective and consistent medium at both ends of the purchase funnel. They drive consumer attitudes and intended behavior more effectively and efficiently than viewing television advertising alone or when TV is combined with online advertising."

The campaign comes after a long, hard haul for print magazines. Last year, the consumer magazines tracked by the Magazine Publishers of America’s Publishers Information Bureau saw advertising pages fall 25.6 percent. In fact, only 18 titles reported ad page gains for the 12-month period.

The “Magazines, The Power of Print” campaign is supported by the MPA. An MPA spokesperson did not immediately return a request for comment.

By Jason Fell
03/01/2010




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