In a move that is hard to not smack of desperation, at least for cynical media bloggers, Condé Nast is rolling out another elaborate ad campaign touting the importance of — nay, passion readers have for — its print magazines. The title of the campaign? “The Point of Passion: An ongoing exhibit by Condé Nast.” Of course.
You’ll recall Condé launched “Point of Passion” in 2005 with “typical” readers.
In this one, eight-page inserts will feature magazine-clutching celebrities in various states of print enjoyment, alongside tag lines like “It’s not a magazine, it’s a muse.” (That’s the subtitle for Mary-Louise Parker‘s gaze for the New Yorker.)
For Wired, Sir Richard Branson lies cradled in a chair aboard Virgin Galactic’s future SpaceShipTwo, reading; the line reads, “Part magazine. Part co-pilot.”
Others slated to appear in future “Passion” spots: Diane Von Furstenberg (Vanity Fair), Patrick Dempsey (Details), Burberry designer Christopher Bailey (Men.style.com), Eva Longoria (Glamour), Giada de Laurentis (Bon Appetit), Terence Howard (GQ), supermodel Natalia Vodianova (Vogue), Andre Balazs (Concierge.com), Marc Jacobs (Style.com), Zoey Kravitz and Lorraine Nicholson (Teen Vogue), Sheryl Crow (Self), Hugh Jackman (Men’s Vogue), Jim Nantz (Golf Digest), Preston Bailey (Brides.com), Greg Norman (Golf World).