For two days in a row, a magazine industry guerilla marketing team appeared outside a network television upfront presentation and touted the strength of magazines. On May 17, more than 40 men and women dressed in blue t-shirts were positioned outside New Yorks Lincoln Center for the Performing Arts as advertisers and media buyers entered the venue to learn about ABCs new fall season. The t-shirts read: Were DESPERATE for our magazines, and Wed be LOST without our magazines.  Additionally, they were all reading magazines to demonstrate consumer engagement with magazines.

A similar tactic was staged at the NBC upfront May 16, when more than 70 men and women dressed in red t-shirts were stationed outside New Yorks Radio City Music Hall as media buyers and advertisers entered the venue to hear NBCs pitch. The t-shirts read:  Magazines offer ER:  Engaged Reach. Additionally, they were all reading magazines and handing out postcards promoting the power of magazine advertising.