Five leading magazine publishers have joined for a multimillion-dollar ad campaign to “press the case that magazines remain an effective advertising medium in the age of the Internet because of the depth and lasting quality of print, compared with the ephemeral nature of much of the Web’s content,” the Wall Street Journal said Monday.
Time Inc., Hearst, Condé Nast, Wenner Media and Meredith will run nearly 1,400 pages of the ads in such publications as People, Vogue, Ladies’ Home Journal and other magazines this year.
“The five publishers say they have committed to run the first of the ads in the front one-fifth of their titles’ pages, and have agreed to run all subsequent ads in the first half.
“The ad space they are devoting to the campaign is valued at more than $90 million, based on public ad rates for each of their participating magazines,” the WSJ said.
Elsewhere, said the Journal, the Newspaper Association of America has run repeated ads to publicize the number of people who read a daily newspaper. As with the magazine campaign, the newspaper trade group says its ads are designed to counter the notion print is a dead medium. The local-TV industry’s trade group is starting an on-air ad campaign this month to encourage companies to advertise on their local TV stations.