MPA Launches New Ad Effectiveness Campaign

The Magazine Publishers of America Monday opened a new advertising campaign touting magazine advertising and part of a larger effort to promote the industry.

The ads will run in a number of business publications. The first ad, which is also available on the trade group’s web site (, displays Volkswagen of America’s campaign for the VW Golf and the tag line: “Bottom line, magazines make a difference.”

The ad shows VW’s colorful two-page magazine ad and these words: “This campaign came out in April. And people began to notice. They noticed the purple sky. Wide open spaces. They spotted the little red, rarin’ to go Golf. They realized Volkswagen wanted drivers. And they wanted freedom. By August, Golf sales were up 41%.”

The ads, which were created by The Ryan Group and continue through 2003, won the MPA Kelly Award Grand Prize.

“Magazine advertising can be both artistically innovative and vastly effective in moving products and services. This campaign reinforces that magazine advertising works,” said Ellen Oppenheim, EVP/Chief Marketing Officer of the Magazine Publishers of America.

The MPA’s new marketing campaign also includes a link to a case study portfolio section on the group’s Web site.Advertising agencies and their clients are encouraged to submit magazine advertising success stories to the Portfolio, which houses a growing collection of ads from a broad range of categories.

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