Leading Magazine Publishers Launch Ad Campaign Promoting Medium
A special "Magazines" logo will debut with the campaign. Y&R NY created the image by combining the distinctive typographies of multiple magazine logos: "M" from Time, "A" from Vanity Fair, "G" from Rolling Stone, "A" from Entertainment Weekly, "Z" from Harper's Bazaar, "I" from Marie Claire, "N" from Fortune, and "ES" from Esquire.
Metrics supporting the campaign's message include:
1. Magazine readership has risen 4.3% over the past five years (Source: MRI Fall 2009, Fall 2005 data)
2. Average paid subscriptions reached nearly 300 million in 2009 (Source: MPA estimates based on ABC first half 2009 and second half 2009 data)
3. Adults 18-34 are avid magazine readers. They read more issues and spend more time per issue than their over-34 counterparts (Source: MRI Fall 2009 data)
4. During the 12-year life of Google, magazine readership increased 11% (Source: MRI Fall 2009 data)
5. Magazine effectiveness is growing. Ad recall has increased 13% over the past five years. Action-taking—based on readers recalling specific ads—increased by 10%. (Source: Affinity's VISTA Print Effectiveness Rating Service, 2005-2009)
6. Magazines outperform other media in driving positive shifts in purchase consideration/intent. (Source: Dynamic Logic)
"There's a reason magazines are such an enduring and engaging media force," said Charles H. Townsend, president & CEO of Condé Nast. "The format showcases our rich content and our advertisers' brand messages like no other medium, resulting in a bond with consumers that is uniquely powerful."
"This campaign supports the fact that there really is no better medium to advertise in than magazines," said Cathie Black, president, Hearst Magazines. "Magazines are the most cost effective and consistent medium at both ends of the purchase funnel. They drive consumer attitudes and intended behavior more effectively and efficiently than viewing television advertising alone or when TV is combined with online advertising."
"The campaign reflects the vitality magazines have now, and will continue to have with audiences of all ages," said Jack Griffin, president, Meredith National Media. "Clearly, magazines continue to resonate on many levels with consumers, and this is reflected in the enormous trust and value readers have for their favorite magazine titles."