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NEW YORK Scientific American is trying to change its “nerdy” image among media buyers, and a new campaign by Brown Kelly O’Neill & Partners aims to catch their eyes.
“It reads a lot faster, and the art direction is a lot easier on the eyes [than it used to be],” said John Kelly, president and CEO of the New York agency. “The magazine is misunderstood.”
A “rifle-shot” outdoor media buy launches Monday and targets media agencies that represent coveted advertisers, Kelly said.
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