• by Michael Shields , July 1, 2004

The two-page spread shows a man sitting on a couch, intently reading a magazine, while in the background sits a blurred image of a TV, being ignored. The tagline reads: "Everybody has a favorite TV show they sort of watch."

The provocative ad, clearly pro-print and anti-TV, doesn't come from the MPA, or the ANA, but from Sappi, one of the world's largest producers of fine paper.

The ads, running in Fortune, Forbes, Adweek, Advertising Age, and others, "celebrate the print medium," says Danielle Perretty, assistant marketing manager at Sappi.

The "Life with Print" campaign would appear to be just what many proponents of print on Madison Avenue have been looking for--ads that directly challenge the effectiveness of TV.

Sappi is even giving away a promotional guide entitled "Life With Print" to anyone who calls or goes online (http://www.ideaexchange.sappi.com) to request a copy.

The guide displays successful print campaigns along with real-numbers case studies from advertisers such as Altoids, Mini-Cooper, and others. "It's part of an effort to try to bring the conversation up a little," says Perretty. "Instead of promoting our paper, we are talking about the importance of print as a medium."

To do so, Sappi is undoubtedly spending some serious cash. So far, 60 four- and six-page-spread ads are scheduled to run in the United States through the fall--all printed on fine paper. Plus, the campaign is global.

The reaction thus far has been worth it, says Perretty. "We have gotten calls from many high-level executives," she says. "The reaction has been on two levels: Some are saying, what is Sappi? Others are saying, it's really great that you guys are elevating the conversation."

The conversation over the past few years has been somewhat grim in the paper industry, which has suffered from the weakened economy and the slow recovery of the magazine business--particularly for makers of high-end paper.

"It is an industry that is having a difficult time," Perretty says.

As a result, Sappi has taken it upon itself to try to urge more dialogue, and hopefully more activity.

"We are reminding marketers and advertisers what a special medium print is," she says.

Trump To New Mag: "You're Sired"

Michael Jacobson, the new publisher and editor of Trump World, is like his boss, modest and restrained.

"Move over, Oprah, here comes Donald Trump," he says.

Jacobson isn't implying that the Donald is planning a talk show (although couldn't you see it?). He is predicting that Trump World magazine will surpass the hugely successful launch of O magazine.

Jacobson--who previously managed the cigar publication Smoke magazine and also held top positions at defunct Brill's Content and Gear magazines--will lead the September launch of the bimonthly, 200,000-circulation title.

"Donald Trump's name alone is opening doors," he says. "This is going to be the next Oprah."

Trump World's target is broad, yet specific at the same time, according to Jacobson. "We are going after 21- to-34-year-old men and women--yuppie types who want to be rich," he says. "We are also going for those who live and play at his properties--the top 10 percent of world income. The 30- 50-year-old mover and shakers."

Media planners beware. "We have a take-no-prisoners sales force," he says.

Trump World had been planned for a while, but the scope of the launch has certainly escalated since Trump's "The Apprentice" exploded this year.

"He's always been a celebrity," Jacobson says. "He's been on tons of magazine covers." But "The Apprentice" has changed perceptions. "There is a whole different side of him. People are loving it, loving him. He can't do anything wrong. He's a human logo."