Amid “Fake News,” Magazines Can Offer Credibility, Safer Ad Environments, Argues New MPA Campaign

More than 120 major magazines will lend ad pages to the six-month campaign, titled “Magazine Media. Better. Believe It.”

By Greg Dool
10/06/2017

MPA imageThe fast-paced nature of the digital media cycle (and subsequent marginalization of simple fact checking and copy editing) has raised legitimate questions about outlets placing expediency and traffic surges above taking the time to get things right—yesterday’s wave of premature reports about the death of singer Tom Petty was only the latest example.

This phenomenon, coupled with rising paranoia among consumers and marketers around fake news and brand-safe environments, respectively, provides a unique opportunity for trusted and established media brands such as national magazines.

At least, that’s the central message of the latest marketing campaign undertaken by the MPA—the Association of Magazine Media.

Beginning this month, 123 of the country’s most prominent magazines will lend print and digital advertising space to the campaign, titled “Magazine Media. Better. Believe It,” which aims to demonstrate magazine brands’ unmatched ability to inspire and connect with readers, and, of course, create optimal environments for advertisers wary of the digital media ecosystem’s dubious-at-best ROI.

The campaign, which runs through March 2018 and also spans the portfolios of Condé Nast, Hearst Magazines, Meredith Corp., Time Inc., and a litany of other major magazine publishers (see the full list below), will reach an estimated 75 percent of all adults in the U.S., according to the MPA, in an attempt to educate them on how “magazine media content is professionally researched, written, curated, and produced across platforms.”

“In a media world where three out of four Americans say they have fallen for fake headlines, it is imperative to remind audiences of the tremendous resources that the magazine media industry puts behind its content platforms,” wrote MPA president Linda Thomas Brooks in a LinkedIn post announcing the campaign. “Magazine media content faces intense scrutiny, and in large part that is the secret sauce of these brands.”

Underpinning the campaign are findings from Simmons Research, whose 2016 Multi-Media Engagement Study indicated, among other things, that consumers find magazine content more “trustworthy,” “inspirational,” and “life-enhancing” than what they see on TV or online.

But consumers are hardly the only target audience for the campaign, which also includes a presence at the Association of National Advertisers’ Masters of Marketing Conference, a three-day gathering of CMO’s and marketing execs from major national brands kicking off this week in Orlando, Florida.

“After experiencing often unsafe and ineffective digital inventory as well as questionable results, marketers are turning to magazine brands to cut through the clutter,” wrote Hearst Magazines president Michael Clinton, who oversees 21 of the magazines in which the campaign will run, in a statement.

See the full list of participating brands and companies below, and check BelieveMagMedia.com for more on the campaign.

  • Active Interest Media
    • Backpacker, Better Nutrition, Clean Eating, Climbing, EQUUS, Horse & Rider, Log Home Living, Old House Journal, Power & Motoryacht, Sail, SKI, Yoga Journal
  • AFAR Media
  • America Magazine
  • American Media Inc.
    • OK!, Men’s Journal, National Enquirer, US Weekly
  • AMG Parade
    • Décor Group, Gardening Group, New Pioneer, Style Group
  • Bonnier Corp.
    • Field & Stream, Popular Science, Saveur
  • Condé Nast
    • Allure, Architectural Digest, Brides, Bon Appétit, Condé Nast Traveler, Glamour, Golf Digest, GQ, Teen Vogue, The New Yorker, Vogue, WIRED
  • The Economist
  • Forbes
  • Garden & Gun
  • Harper’s
  • Hearst Magazines
    • Car and Driver, Cosmopolitan, Country Living, Dr. Oz the Good Life, Elle, Elle Décor, Esquire, Food Network Magazine, Good Housekeeping, Harper’s Bazaar, HGTV Magazine, House Beautiful, Marie Claire, O The Oprah Magazine, Popular Mechanics, Redbook, Road & Track, Seventeen, Town & Country, Veranda, Woman’s Day
  • HistoryNet
    • American History, Aviation History, America’s Civil War, Civil War Times, Military History, Military History Quarterly, Vietnam, Wild West, World War II
  • The Hollywood Reporter
  • Ink Global
    • American Way, Celebrated Living, Nexos, Rhapsody, United Hemispheres
  • Outside
  • Meredith Corp.
    • Allrecipes, Better Homes and Gardens, EatingWell, Family Circle, Family Fun, Fit Pregnancy & Baby, Martha Stewart Living, Parents, Rachael Ray Every Day, SHAPE
  • The Nation
  • National Geographic Partners
    • National Geographic, National Geographic Traveler
  • New York Magazine
  • Utne Reader
  • Pride Media
    • The Advocate, OUT
  • Rodale Inc.
    • Bicycling, Men’s Health, Runner’s World, Women’s Health
  • Smithsonian Magazine
  • TEN: The Enthusiast Network
  • This Old House
  • Time Inc.
    • Coastal Living, Cooking Light, Entertainment Weekly, Essence, Food & Wine, Fortune, Health, InStyle, Money, People, People en Español, Real Simple, Southern Living, Sunset, Sports Illustrated, TIME, Travel + Leisure
  • Today Media
    • Delaware Today, Hudson Valley Magazine, Main Line Today, Westchester Magazine
  • Trusted Media Brands, Inc.
  • Weight Watchers Magazine

 

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