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Front-of-book ad placements are lucrative spots for magazine publishers, but with the medium facing tough questions about its relevancy, close to 100 titles are planning to cede prominent space in their issues for an industry ad campaign that aims to promote magazines as vital.
The campaign by Conde Nast, Hearst, Meredith, Time Inc. and Wenner Media with the support of Magazine Publishers of America was announced at the American Association of Advertising Agencies’ Transformation 2010 Conference in San Francisco.
Y&R, New York, created the campaign, which will carry headlines like “Will the Internet Kill Magazines? Did Instant Coffee Kill Coffee?” and incorporate iconic images from well-known magazines.
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