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August 19, 2005
Slow down with a magazine
On the surface, the new ad campaign from the Magazine Publishers of America is just a way to remind consumers about the relevancy of magazines. Dig deeper, though, and it's clear that magazine publishers are concerned that advertising is drying up as more advertisers move to the Internet. So the campaign has a secondary message as well: stop playing around with online advertising and advertise in magazines, gosh darn it!
There are a number of taglines in the ad campaign, each one emphasizing that magazines are still relevant in an era of high-tech, fast-paced growth (e.g. "In the future, we'll demand up to the nanosecond headlines... and we'll still find the time to slow down with magazines.") Then, to prove how 'with it' magazines are, the campaign has a series of sensational cover stories depicting events 100 years into the future -- "California Island," the "Beaches of Antarctica" and, of course, "Desperate Robots," the break-out TV hit of 2105.
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