Branding Mother Jones

Magazine Aims Print Ads At Younger Readers
SAN FRANCISCO–Mother Jones magazine, which has traditionally shunned slick corporate marketing, is launching its first branding ad campaign next month.
The national print and outdoor ads from Underground Advertising for the 22-year-old San Francisco-based magazine use the tag: “The rest is just mass media.” Backed by a modest $200,000 budget, the campaign will aim to position the publication as a hip, anti-establishment voice, particularly for 20- to 34-year-olds.
Known for hard-hitting investigative journalism, the newly redesigned magazine recently conducted marketing research on its brand awareness, said publisher Jay Harris.