MPA Airs Online Commercial for Print Mags
Magazine publishers are so convinced that online media isn’t crowding them out, they’ve made a YouTube video to tell everyone.
The spot is part of a broader push by the Magazine Publishers of America to reassert the importance of print publications. With an estimated value of $90 million, “The Power of Print” campaign will run in a broad swathe of print magazines as part of a joint effort by publishers to dispel the myth that the Internet is laying a serious beatdown on glossies.
To help kick off the project, five heads of major publishing companies — Wenner Media‘s Jann Wenner, Conde Nast‘s Charles Townsend, Hearst‘s Cathie Black, Time Inc.‘s Ann Moore, and Meredith‘s Jack Griffin — teamed up for the online PSA. The goal: to let readers and, more important, advertisers, know that print magazines are expanding in their reach and boast a unique level of reader engagement.
In the video, Wenner says:
The bloggers and the pundits of course don’t see it that way. They continue to predict the death of the magazine and any other media to anyone who will listen.
And here we are, the bloggers, right on cue, ready to point out the irony of using the Internet to advocate for the resilience of print media.
“We’re going to tell the story in the way that we know best — in print,” says Cathie Black.
But first, of course, they’re going to tell the story the way a significant audience will most easily hear it — on the Internet.
Video after the jump.
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