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Magazine Publishers Association Kicks off Ad Campaign

08 Sep 2011

The big name magazine publishers have joined forces and this week launched a new print marketing campaign to highlight the continuing value for advertisers of investing in this sector.

The ads have been adapted from a US campaign developed by Rolling Stone founder Jann Wenner of Wenner Media.

According to the report in The Australian, they will be run in consumer magazines produced by the members of industry body Magazine Publishers of Australia, which include the top three: Nine Entertainment's ACP Magazines, Seven Media Group's Pacific Magazines and News Limited's News Magazines.

The launch of the campaign also illustrates that the MPA, chaired by Pacific CEO Nick Chan, is functional again when ACP withdrew as a member following an industry dispute over readership measurement. ACP agreed to rejoin in November.

As reported in The Australian, the body is now tackling a bigger problem: the shrinking magazine market. Total like-for-like audited magazine sales dropped 5.5 per cent in the six months to June, according to the Audit Bureau of Circulations, and the latest Roy Morgan Research survey showed overall readership edging up just 0.1 per cent in 2010-11. Advertising revenue has also been sliding.

The ad campaign focuses on the message that magazine readership is increasing. Australia still has one of the highest consumption levels of magazines per capita in the world, spending almost $1 billion on magazines each year.

The new print campaign to promote magazines in the Australian market can be viewed here.

Source: The Australian

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