Magazine Publishers of America announced yesterday that it will launch a $40 million advertising campaign to promote the power of magazines to consumers Feb. 28.
The multimedia effort will contain print and online components such as print ads featuring people reading magazines in futuristic settings and depictions of magazine covers of the future. The tagline “Read On” relays the message that despite changes in the world, consumers always will look to magazines, according to the MPA. The ads were produced by advertising agency Fallon, New York.
A campaign Web site at www.magazine.org/readon also launches Feb. 28.
The target audience for the campaign is advertisers and media decision makers. Ads will appear in advertising and trade media publications such as Advertising Age, Adweek, Media Magazine and Creativity as well as national newspapers including The New York Times and The Wall Street Journal.
The MPA is the industry association for consumer magazines. It represents more than 240 domestic publishing companies with about 1,400 titles, more than 80 international companies and more than 100 associate members.
Kristen Bremner covers list news, insert media, privacy and fundraising for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters