• by Michael Shields , November 12, 2004

Proving that the medium is indeed the message, the magazine industry has launched a new promotional effort featuring its own content.

Instead of talking up readership research, circulation figures, or the medium's high level of involvement with consumers, the Magazine Publishers of America and the American Society of Magazine Editors have launched an effort to display the medium's best asset--its best examples of editorial content.

Beginning this week, the trade groups' magazine.org Web site will display a new section, "Magazine Article Links of the Week", featuring the best articles and stories.

Featured this week is a Newsweek article on President Bush's reelection strategy, a story in Playboy on identity theft, and a feature from Reader's Digest on the looming energy crisis.

Each week, the MPA will add a new group of articles, and in each case, publishers will provide access to their full text (no registration or subscription required). This concept should allow the magazine industry to remind advertisers and fans of what it does best.