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Magazine Marketing Pact a New Sign of the Times

24 Mar 2010

Five rival publishing companies will collaborate on a magazine marketing campaign to be announced late March and break it in April in the pages of their magazines.


As reported in MediaWeek, Condé Nast, Hearst, Meredith, Time Inc. and Wenner Media are funding the campaign in the latest example of embattled publishing competitors coming together to promote the medium as a vital one.


The first four of those companies, along with News Corp., also are backing Next Issue Media, a newly formed digital publishing consortium. Next Issue's goals include setting digital publishing standards and creating a digital storefront to sell magazine editions for e-readers.


As for the magazine promotional campaign, Young & Rubicam is handling the creative, which will take the form of magazine ads in the titles of the backing companies. The campaign will be open to other members of the Magazine Publishers of America. The effort may also have a digital component.


"The message is this: Industry leaders are joining forces to solve problems," Jack Griffin, president of Meredith's National Media Group, told Mediaweek. "I think it's an opportunity to speak up at a time when the media landscape has gotten very confusing, and I think the campaign asserts the intrinsic value of the magazine medium."



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