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The five rival publishing companies that are collaborating on a new marketing campaign plan to disclose details of the initiative in March and break it in April in the pages of their magazines.
Conde Nast, Hearst, Meredith, Time Inc. and Wenner Media are funding the campaign, which Mediaweek first reported in November, in the latest example of embattled publishing competitors joining to promote the medium as vital.
WPP Group’s Young & Rubicam is handling the creative, which will be open to other members of the Magazine Publishers of America.
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