• by Larry Dobrow , October 7, 2003

At a time when magazine publishers are still struggling to pull out of a languishing print advertising marketplace, Magazine Publishers of America has created a new post to focus on promoting magazines as a powerful and effective ad medium. But at least initially, that executive, Harlan Schwarz, had little to say about the post, the medium, the trade group, or its long- term intentions, other than to acknowledge a need for the new position.

"I tend to think that there is somewhat of a necessity there," Schwarz told MediaDailyNews. "Magazines are a huge medium, and there's a tremendous industry need for getting the word out."

Schwarz should know. Before striking out on his own to become a magazine industry consultant, Schwarz was the top print maven at Universal McCann and in that role served as one of Madison Avenue's leading magazine advertising pundits.

As such, Schwarz was a natural for the new MPA post of Senior Vice President/Advertising Marketing, a job that reports up directly to MPA Chief Marketing Officer Ellen Oppenheim, also a former top agency executive.

Just as significant as bringing in someone with Schwarz's professional lineage to do the job, however, is the fact that the MPA has for the first time acknowledged the need for such a position. While the organization has never been accused of failing to do everything within its power to tout the magazine medium, neither has the MPA proven as vocal or effective as comparable groups in other mediums.

Charging a senior-level executive with a host of promotional- and marketing- related tasks, then, seems almost an admission that the group needs to improve its performance in that regard. When asked whether today's magazine climate demanded the creation of the new post, Schwarz responds, "I tend to think that there is somewhat of a necessity there. Magazines are a huge medium, and there's a tremendous industry need for getting the word out."

Schwarz's role will include everything from regular interaction with media and ad firms to trumpeting the MPA's expanded research slate. Reached during his first day at the new gig, Schwarz didn't offer much beyond that in the way of specifics.

Asked to give an overall assessment of the magazine industry, he said it would be "hard to address that." Similarly, even after 25 years in the media business, he said he had "only positive things to say" about the MPA.

Schwarz noted, however, the organization's expanded range of activities and the need to better broadcast them. Most crucial, he suggested, was the increasing volume and sophistication of research conducted by the MPA. "There's reader experience studies, research with the auto industry and so much more," he says. "Given the way the ad community has evolved, the MPA has done tremendous work in gleaning insight."

Schwarz also sees an opportunity for the MPA to help its members "stay ahead of the curve" in regard to new technology. "There's been a big shift in the way the industry is speaking to its constituencies," he explains. "I think we can aid in the transition and evolution of print brands into new and exciting areas."

Prior to arriving at the MPA, Schwarz spent a little over a year consulting. Before that, he worked at Universal McCann for 25 years, holding the posts of senior vice president, director of strategic print services and senior vice president, director of New York media planning. His clients included Johnson & Johnson, Sony and Unilever.