Fortune Flashier, Affirm First Ads From Fallon for Foe of Forbes

Fortune this week breaks a new campaign from Fallon McElligott, the agency’s first for the client, that positions the magazine as more flashy and contemporary than its competitors.
The campaign, tagged “Younger and wiser,” is aimed at media buyers and business opinion leaders, said John Needham, vice president of communications at the publication.
The client hopes to overcome misconceptions that all business weeklies, including chief rival Forbes, are the same by portraying Fortune as a dynamic read for influential people who are affluent but not stodgy, Needham said.
One of three ads shows a man being helped into a car by a chauffeur as a lean-looking, go-getter jogger runs by. The headline: “Our readers are driven. Not chauffeured.”
Ads break Wednesday in major newspapers and in Oct. 13 issues of Time and People.
The Minneapolis shop picked up the estimated $5 million account in June following a review.
Incumbent Mullen in Wenham, Mass., did not participate. Mullen had positioned Fortune as an aid to making business decisions with the tag, “Where business is going.”
Fortune’s circulation (763,000) declined 5 percent in the first half of 1997; Forbes (783,000) held steady.