Magazine body relaunches with focus on ‘lust’, ‘want’ and ‘desire’
The relaunched Magazine Publishers of Australia – which represents the country’s largest glossy magazine publishers – has launched its first marketing campaign under new boss Robin Parkes.
The relaunch includes a new slogan: “Magazines Move Me”, along with an updated website developed by Apparent.
The campaign – created in-house by Bauer Media’s creative director – advertising, Carolyn Innis – includes ads on the themes of “lust”, “want” and “desire”.
Parkes joined the MPA last year after the industry body spent the previous couple of years in hibernation after Bauer – then known as ACP Magazines – pulled its funding in 2011 and went it alone with an “I love magazines” campaign also masterminded by Innis. The other key members of the MPA are NewsLifeMedia and Pacific Magazines. Readers Digest is also a member although less active.
The industry body covering the rest of the magazine industry is Publishers Australia.
Parkes said: “The MPA’s new campaign, website and corporate identity reinforce magazines’ core benefits: an innovative, effective consumer communication channel with the ability to connect, influence and motivate.”
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I can’t read the fine print on those pages displaying the stats, but the numbers seem overblown. There are too many questions to ask…Reminds me of the newspaper industry report a few years back…
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