Magazine Publishers of America
Thanks to our Advertisers
PLAYFUL NEW AD CAMPAIGN SPOTLIGHTS HOW MAGAZINE ADVERTISING DRIVES RESULTS
(New York, NY – September 8, 2008) – The consumer magazine industry will launch a new ad campaign to highlight the strong role that magazines play in driving purchase intent and online behavior, it was announced today by Nina Link, President and CEO of Magazine Publishers of America (MPA). The campaign is the first work to come out of the MPA's new ad agency, Toy New York.
The campaign, launching with three tongue-in-cheek print ads and seven online ads, will debut on September 8. The launch ads reveal consumers surrounded by an abundance of products that they have purchased as a result of seeing magazine ads. Independent research facts from companies including BIGResearch, Dynamic Logic, Roper Reports and Marketing Evolution are used to demonstrate the connection between magazine ads and consumer action. The tagline "Under the Influence of Magazines" reinforces magazines' strengths in a humorous manner.
"Marketers want to know that their advertising efforts will pay off, and that desire is being exacerbated by the challenges of today's soft economy," said Ms. Link. "The new magazine industry ad campaign combines a fun approach and hard-hitting third party research to demonstrate that magazine brands play a critical part in helping advertisers achieve their goals."
The new campaign features products from Kelly Award winners Adidas, Häagen-Dazs and MINI Cooper, all of which have positive results from their magazine ad campaigns.
The advertising will run across print and online properties of advertising trade press and in complimentary copies of MPA member magazines. To bring a consumer magazine sensibility to the trade campaign, Toy enlisted photographer Daniel Stier to create the documentary-style ads.
"The facts behind this campaign are incredibly compelling," said Ari Merkin, Founding Partner and Chief Creative Officer of Toy New York. "The challenge was to wrap those facts in a message that snaps people's heads back. 'Under the Influence of Magazines' is a confident, fun way to get across a message that every marketer should know. In truth, since working on this campaign, we've found ourselves recommending magazines to most of our clients."
The campaign continues the work begun three years ago by the Magazine Marketing Coalition. The Coalition's efforts resulted in nearly a two point share gain for the magazine industry at the end of 2007.
Magazine Publishers of America is the industry association for consumer magazines. Established in 1919, MPA represents more than 240 domestic publishing companies with approximately 1,400 titles, more than 80 international companies and more than 100 associate members. Staffed by magazine industry specialists, MPA is headquartered in New York City, with an office of government affairs in Washington, DC. For more information, visit www.magazine.org
Toy New York (www.toyny.com) is an independent full-service advertising agency founded in October 2005. Founded by former management from Fallon New York, Toy prides itself on being the new improvement of the old agency model. Clients include OfficeMax, Google, YouTube and Macy's, to name a few. Toy created ElfYourself.com, the viral holiday campaign for OfficeMax that became a cultural phenomenon, attracted one in ten Americans and ranked a top 1,000 website in over 50 countries. Toy isn't just a name. It's a standard for the ideas it creates. Toy believes today's brands need to do more than hold consumers' attention. They need to engage the imagination. And feel as exciting as a brand new toy.
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