‘After experiencing often unsafe and ineffective digital inventory as well as questionable results, marketers are turning to magazine brands to cut through the clutter’
The MPA – The Association of Magazine Media today announced a new ad campaign designed to promote the idea that “magazine media delivers the most credible, trusted, engaging content over any other form of media.” The campaign will start this month and run through the first quarter of next year.
As you can imagine, I have mixed emotions about all this. For the past year, I faith in the groups that are tasked to represent both consumer and trade publishers has been deeply shaken.
That having been said, the idea behind this campaign — that magazines offer a platform that can offer readers “professional, credible, trusted and brand-safe content” — is right on the money.
I still believe in magazines, though I fear we will see more and more print magazines disappear. That might place me in the doom and gloom crowd, but that is not true, I still think there is a future for print magazines, and a number of publishers — on both the consumer and B2B side — are proving it.
In a media world where three-out-of-four Americans say they have fallen for fake headlines, and marketers as well as consumers are challenging the legitimacy of many media outlets, we believe it is imperative to remind our customers about the tremendous resources the industry puts behind our content platforms. — Linda Thomas Brooks, President and CEO of MPA – The Association of Magazine Media
The magazine business is declining for many reasons: among them, the rise of digital media as a preferred medium; the ownership of some companies by private equity firms who only want to rake in fees then sell their assets off; poor executive management which is more interested in attending luncheons and high-profile events than learning their trade; and the loss of newsstands across the country as bookstores and other print venues fold.
But none of that means the quality of print magazines has declined, nor that readers who buy them enjoy them less. We need to promote and market magazines (and newspapers, too) because a well-educated population is vital to our society, while a InfoWars/Breitbart reading population is a direct threat to democracy and prosperity.
Because of this, I applaud the MPA’s new effort.
Here is their announcement, just sent to TNM:
NEW YORK, NY — October 3, 2017 – MPA – The Association of Magazine Media today announced that 123 magazine brands from 30 of its member companies have joined forces in an industry-wide advertising campaign to share the message that magazine media delivers the most credible, trusted, engaging content over any other form of media. Starting this month and running through March 2018 in both print and digital properties, the campaign is estimated to reach 75% of U.S. adults.
The central theme, “Magazine Media. Better. Believe It.” addresses magazine media’s unmatched ability across platforms to produce professional, credible, trusted and brand-safe content. At a time when claims of “fake news” are running rampant, and marketers and consumers alike are questioning the trust and brand safety of content environments, the ad campaign uses vibrant, thought provoking questions to demonstrate magazine media’s advantages for both consumers and advertisers. They include:
– Are all experts worth believing?
– Can you believe what you read?
– Is every real-time story real?
– Been fooled by fake content?
– Do you steer clear of bad car advice?
– Hungry for food tips you can trust?
– Sick of phony health experts?
– Can sharing beauty tips get ugly?
“In a media world where three-out-of-four Americans say they have fallen for fake headlines, and marketers as well as consumers are challenging the legitimacy of many media outlets, we believe it is imperative to remind our customers about the tremendous resources the industry puts behind our content platforms,” says Linda Thomas Brooks, President and Chief Executive Officer of MPA – The Association of Magazine Media. “This campaign is designed to reaffirm to both of these audiences that our industry remains dedicated to creating the most professionally researched, written, curated and best-in-class content.”
According to Simmons Research’s Multi-Media Engagement Study, magazine media is more trusted, inspiring and motivating than other media. Individuals are more likely to be happy, confident, excited and hopeful when they read magazines compared to time spent with other media, according to RealityMine USA TouchPoints.
“Magazine media does what other media cannot,” states Michael Clinton, President, Marketing and Publishing Director, Hearst Magazines. “After experiencing often unsafe and ineffective digital inventory as well as questionable results, marketers are turning to magazine brands to cut through the clutter. In an age of confusion, it is important to convey the power and professionalism of magazine media, driving home the fact that our industry provides news and information that both consumers and marketers can trust.”
“Magazines are a shortcut to quality,” adds Thomas Brooks. “With content that is proven to be consistently credible, magazine media is a reliable source of information that consumers believe. No matter what a consumer’s interests or needs – from news to recipes to health advice – magazine brands have consumers’ backs and consistently make their lives easier.”
The following companies are participating in the advertising campaign: America Media, American Media, AMG Parade, Active Interest Media, AFAR Media, Bonnier, Condé Nast, The Economist Group, Forbes Media, Garden & Gun, Harper’s, Hearst Magazines, HistoryNet, Hollywood Reporter-Billboard Media Group, Ink Global, Mariah Media, Meredith Corp., The Nation, National Geographic, New York Media, Ogden Publications, Pride Media, Rodale, Smithsonian Media, TEN: The Enthusiast Network, This Old House Ventures, Time Inc., Today Media, Trusted Media Brands and Weight Watchers. For a full list of participating brands, visit Magazine.org/BelieveMagMedia.
To view the advertisements and learn more about the campaign, visit BelieveMagMedia.com.