Magazine Publishers of America (MPA) and its member companies have united to launch an unprecedented three-year initiative to boost awareness in the advertising community about the effectiveness of
consumer magazines, it was announced recently by Nina Link, President and CEO of MPA. It marks the first time that the magazine industry has worked together on a large-scale, multi-year marketing
effort. The initiative's goal is to reassert the strength of magazines' role in marketing plans based on recent studies into readers' and advertisers' behavior. Fallon New York has been hired as the
agency for an account valued at more than $40 million over three years. As MPA's communications partner, Fallon's work will emphasize magazines' powerful connection to readers at a time when
advertisers seeks solutions that go beyond traditional mass reach and CPMs.
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Read the whole story at PrintWriter, October 20, 2004
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