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Magazine Publishers Launch $90 Million Self-Promotion
Monday, March 1, 2010
Steve Smith

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The Internet is great...but it is not all that, say major print publishers. An unprecedented and long-promised ad campaign on behalf of the struggling magazine industry, led by Jann Wenner of Wenner Media and four other publishing companies will be announced today, according to the Wall Street Journal.

“The Power of Print” campaign will include 1,400 ad pages valued at $90 million and donated by the participating publishers. The first such ad is a two-page spread that features an image of swimmer Michael Phelps and a full-page essay titled “We Surf the Internet, We Swim in Magazines.”

“The Internet is exhilarating,” the ad copy reads. “Magazines are enveloping. The Internet grabs you. Magazines embrace you. The Internet is fleeting. Magazines are immersive. And both media are growing.”

The essay argues that magazine readerships has grown 11% during the 12-year lifespan of Google. Just as TV didn’t displace movies, magazine use is flourishing. “Which is why people aren’t giving up swimming just because they also enjoy surfing,” the ad concludes.

This unit will appear in ESPN The Magazine, but Time Inc., Hearst, Condé Nast, Wenner Media and Meredith have all committed pages from the front half of their major titles to other creative executions. Young & Rubicam is creating the ads.

As to who is the real target for a magazine ad campaign touting magazines, Wenner admits that the industry may be talking to itself. He tells WSJ, “In a certain way this campaign is aimed at the magazine business itself.”

The campaign, which seems to be inspired by the flow of ad dollars from print to the Internet, comes at the same time these same companies are trumpeting their commitment to digital projects.


If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com
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