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Monday 5 September 2011
Magazine Publishers of Australia will this week unveil a new print marketing initiative, with a series of ads adapted from a campaign first launched in the US, ‘The Power of Print’. The campaign will be supported by Australia’s four leading consumer magazine publishers – ACP Magazines, Pacific Magazines, News Magazines and Reader’s Digest.
The original campaign was conceived by Rolling Stone founder and Wenner Media chairman Jan Wenner and created by Y&R NY for the US magazine industry. In a six month period during 2010, the campaign ran in over 100 US consumer magazines, reaching 112 million readers per month, and was hailed as one of the largest print advertising campaigns ever created in the USA.
The series of colour ads reinforce the message that, even with the expansion of digital media, magazine brands hold powerful connections with consumers and remain an important part of readers’ everyday lives.
MPA Chairman, Mr Nick Chan, said, “I’m delighted that MPA’s members have put their full support behind this campaign which challenges misconceptions about the medium with clear facts about the high levels of engagement magazines enjoy - and the considerable influence magazines exert in the consumer decision-making process.
“The MPA offers sincere thanks to Phil Scott for his role in bringing the campaign to Australia and we look forward to showcasing the influence magazine brands hold and the strength of our medium in shaping consumer ideas and attitudes.”