Last Friday, the Magazine Publishers of America announced plans to inform the world of the medium’s effectiveness as an advertising platform with a three year, $40 million ad campaign created by Fallon. The MPA effort will be under the auspices of a newly created group called Magazine Marketing Coalition and will be led by Hachette Filipacchi CEO Jack Kliger.
The effort hopes to take advantage of the many barbs television has taken over the last year or two and to create a single voice for the medium, something it’s never had before. Recently, a Dynamic Logic study found magazines, when combined with TV and online, more than doubled magazine reader’s purchase intent. The campaign will push the medium’s ROI, reader involvement and reach capabilities.
