Leading Magazine Publishers Launch Ad Campaign Promoting Medium
SAN FRANCISCO—March 1, 2010—The leaders of five major magazine companies—Charles H. Townsend, Condé Nast; Cathie Black, Hearst Magazines; Jack Griffin, Meredith Corporation; Ann Moore, Time Inc.; and Jann Wenner, Wenner Media—today jointly announced the launch of one of the largest print advertising campaigns ever created to promote the vitality of magazines as a medium. The announcement was made at the opening day of the 2010 4A's Leadership/Media Conference in San Francisco.
Created by Y&R NY, the "Magazines, The Power of Print" campaign will roll out in the May issues (for weeklies, the issues on sale the week of April 5) of nearly 100 titles and run for seven months in magazines and Websites from the five publishers, as well as Active Interest Media, American Express Publishing, Bonnier Corporation, Emmis Publications, ESPN, National Geographic, New York Magazine, and third-party sites in the food, shelter, sports, entertainment, fashion and news categories, reaching a combined 112 million readers per month. A complementary digital component will support the print campaign beginning this spring.
With the full support of the Magazine Publishers of America (MPA), the campaign targets advertisers, shareholders and industry influencers, and seeks to reshape the broader conversation about magazines, challenge misperceptions about the medium's relevancy and longevity, and reinforce magazines' important cultural role.
To achieve maximum impact, the ads will debut as color spreads, prominently placed in May issues of the publishers' top titles with headlines such as, "We Surf the Internet. We Swim in Magazines." And "Will the Internet Kill Magazines? Did Instant Coffee Kill Coffee?" These will be accompanied by iconic images lifted from the pages of America's best-known magazines. A second phase, which will start appearing in June issues, will embed multiple cover images from widely recognized publications into the ad's text to convey key phrases. To view ad visuals, visit the downloadable photos section on the right.
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."
"Together, we can change the conversation about magazines and share what we in the business know to be true: magazines are relevant, play an important role in society and have a strong future ahead," said Ann Moore, chairman & CEO, Time Inc. "This campaign showcases those messages of relevancy and longevity."
"Magazines have enduring values for readers and advertisers that have gotten a little neglected and misunderstood in the era of Internet instant buzz and chatter," said Jann Wenner, chairman, Wenner Media. "Magazines are beloved and powerful in people's lives for very good reasons that need to be remembered and reinforced. That's what this campaign is about."
About Condé Nast
Condé Nast, a division of Advance Publications, operates in 24 countries and is the world leader in exceptional content creation. In the United States, Condé Nast publishes eighteen consumer magazines, two trade publications and twenty-seven Web sites that garner international acclaim and unparalleled consumer engagement.
About Hearst Magazines
Hearst Magazines is a unit of Hearst Corporation (www.hearst.com), one of the nation's largest diversified communications companies with interests in magazines, newspapers, digital media, business media and television. As one of the world's largest publishers of monthly magazines, Hearst Magazines publishes nearly 200 editions around the world, including 15 U.S. titles and 20 magazines in the United Kingdom, published through its wholly owned subsidiary, The National Magazine Company Limited. Hearst reaches more adults than any other publisher of monthly magazines (73.8 million total adults, according to MRI, Fall 2009).
About Meredith Corp.
Meredith Corp. (NYSE:MDP: www.meredith.com) is the leading media and marketing company serving American women. Meredith combines well-known national brands – including Better Homes and Gardens, Parents, Ladies' Home Journal, Family Circle, American Baby, Fitness and More – with local television brands in fast-growing markets. Meredith is the industry leader in creating content in key consumer interest areas such as home, family, health and wellness and self-development. Meredith uses multiple distribution platforms – including print, television, online, mobile and video – to give consumers content they desire and to deliver the messages of its marketing partners. Additionally, Meredith uses its many assets to create powerful custom marketing solutions for many of the nation's top brands and companies. In the last two years, Meredith has significantly added to its capabilities in this area through the acquisition of cutting-edge companies in areas such as online, word-of-mouth and database marketing.
About Time Inc.
Time Inc., a Time Warner company, is a world class branded content company, investing in the future and engaging more than 123 million consumers monthly; whenever, however, and wherever they are. With 22 magazines and 26 Web sites in the U.S., it is the country's largest consumer publisher. Each month, one out of every two American adults reads a Time Inc. magazine, and one out of every five, who are online, visits a company Web site (nearly 52 million monthly unique visitors). Time Inc.'s popular brands and successful franchises extend to online, television, cable VOD, satellite radio, mobile devices, events and branded products.
About Wenner Media
Wenner Media, LLC, a privately held company headquartered in New York City, publishes Rolling Stone, Us Weekly, and Men's Journal magazines. The company's three titles attract 28 million readers and more than 26 million visits and 13 million unique visitors to its Web sites, UsMagazine.com, RollingStone.com and MensJournal.com.