Magazine industry brings ‘power of print’ campaign to Australia
Australia’s struggling magazine industry has launched an ad campaign to make the case for the medium to advertisers.Backed by ACP Magazines, Pacific Magazines, News Magazines and Reader’s Digest, the ad is a repurposed version of a campaign conceived by Rolling Stone founder Jan Wenner, and created by Y&R New York, in 2010.
The ad was brought to Australia by ACP boss Phil Scott, who was inspired by the idea behind the campaign.
Magazine Publishers of Australia chairman, 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.
He added: “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.”
According to the Audit Bureau of Circulations, like-for-like audited magazine sales fell by 5.5 per cent between January and June 2011.
Good thing for coffee that it isn’t available online for free.
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Dear God, what a desperate disaster this is.
Magazines can do very well online, they just need to get rid of the fools at the top that can’t see past the ink on their fingers.
As it is now very few of them are agile enough to adjust or survive. This campaign may as well be their funeral march
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I love fish and chips served wrapped in newspaper.
I wouldn’t wipe my ar5e with an Ipad…
I read a magazine in the hairdressers the other day. I cant remember any of the adverts?
There is a future for many print products. For many others there isn’t and I agree that many heads of traditional print publishers are behind the 8 ball. Some are getting it and winning big time as a result.
Media is fragmenting and knowledgeable, passionate staff who get it are key to implementing positive changes at traditional publishing houses. These staff should be empowered because this will lead to innovation.
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If you are going to knock off an ad, surely you could choose a good one.
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