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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.

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