• Adweek, Wednesday, November 4, 2009 10:56 PM

Hearst Magazines president Cathie Black, Time Inc. chairman Ann Moore and Wenner Media chairman Jann Wenner are having private talks about a marketing campaign to boost the image of the magazine business. The discussions are the latest sign of a new willingness of rival publishing companies to join forces in tough times.

Some companies have tried on their own to promote the medium. Hearst has given presentations around the country this year to showcase its various innovations and Rodale execs have met with media buyers to talk about print's challenges. But overall, the industry has been quiet on the marketing front.

Media buyers cheered the idea of a possible industry marketing initiative. "Some communication or marketing campaign needs to tell the story about the consumer connection with magazines, and more importantly, the power of the magazine brand," says Brenda White, senior VP, Starcom USA. She says both agencies and clients benefit from thinking that recognizes magazines as brands.

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