Another medium is breaking a new campaign during the Four As’ Leadership/Media Conference in San Francisco to tout its vitality to the media-buying crowd: The magazine industry. But the new
campaign, “Magazines: The Power of Print,†isn’t coming from the Magazine Publishers of America, but as a standalone effort from a group of some of its biggest members, including
Conde Nast, Hearst Magazines, Meredith and Time Inc. The campaign, created by Four As member, Y&R, will roll out in the May issues of the members’ monthly titles, and in the April 5th issue of
their weeklies, and will cover nearly 100 individual titles during the effort, as well as some companion Web sites. A complementary digital component will support the print campaign beginning in the
Spring. The announcement says the effort is being undertaken with the “full support of the MPA,†but does not explain why it’s not an MPA initiative.
Some of the
eye-catching headlines in the soon-to-be-released campaign including:
"We Surf the Internet. We Swim in Magazines."
"Will the Internet Kill Magazines? Did Instant Coffee Kill Coffee?"
