Have you noticed the influx of industry promotions touting the value of print lately? Magazine execs have invested heavily in the power of print, and are putting their money where their mouths are promoting a campaign valued at more than $90 million. An article in today's Wall Street Journal details the plan, and says that nearly 1400 pages of the ads will appear in such magazines as People, Vogue, and Ladies' Home Journal this year.
The ads stress the fact that magazines have and continue to be an effective means of advertising in the digital age due to the depth and lasting quality of print, whereas as much of the web's content is fleeting. Data shows magazine readership has risen 4.3% over the past five years.
The first ad features a photo of Michael Phelps from ESPN The Magazine, with a headline of "We surf the Internet. We swim in magazines." Backing the campaign are Time Warner's Time Inc., Hearst, Advanced Publications' Conde Naste, Werner Media and Meredith. The ads were created by WPP's Young & Rubicam. Check out the complete article here.