Meredith Breaks Ad Campaign

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Meredith Corp.'s magazine group broke a branding and advertising campaign yesterday targeting agencies and advertisers to tout its media influence with 70 million women readers of its titles and special-interest publications.

Created by Sullivan Group, the campaign bears a tagline that reflects Meredith's bond with readers: "We Inspire. She Makes it Happen." That line hints at the confident, self-directed, decision driver that the Meredith reader is supposed to be.

The New York- and Des Moines, IA-based publisher produces magazines such as Country Home, Better Homes and Gardens, Ladies' Home Journal, More, American Baby and Midwest Living. It also publishes 150 special-interest titles.

An ad for Better Homes and Gardens shows a car key on the table accompanied by the headline: "Second home." Opening copy reads, "Her family will spend a lot of time in their new car."

Another ad, showing a young woman blowing gum, is headlined: "Romantic evening." The opening line reads, "Spur of the moment, she called the neighbor's daughter to babysit." The ad is for American Baby.

The photo in the third ad has three pairs of cowboy boots lined together. The headline states, "Girl time." The first line in the copy says, "She convinced her best friends to spend three days on a dude ranch." This ad relates to Midwest Living.

The ads run in trade titles like Advertising Age, Mediaweek, Brandweek, Adweek and MIN. A second wave begins in the summer and fall. The ads also will run online and at key ad industry events.

This is the first corporate trade ad effort in a decade for Meredith Magazine Group. It caps a period of extensive research and branding.


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