'Life' Launches Ad Campaign to Promote Return

We've known for quite some time that Life Magazine was going to make yet another return. This time, as reported over a year ago, as a Friday newspaper supplement in papers such as Tribune Co.'s Chicago Tribune, Los Angeles Times and Long Island, NY-based Newsday and Knight Ridder's Miami Herald, San Jose Mercury News, Philadelphia Inquirer, New York Daily News, The Denver Post, Rocky Mountain News, Pittsburgh Post-Gazette, McClatchy Co.'s Sacramento Bee and Minneapolis' Star Tribune, and The Record in Bergen County, NJ. The magazine will launch on October 1 with 20 pages and 12 million circulation. The launch is being promoted with, oddly, a $12 million campaign including television, print, radio, billboard, bus shelter, online and guerilla. The tagline will be "Life: Coming to a Weekend Near You."