Ripped-from-a-magazine

Really intriguing campaign from the Magazine Publishers of America, the industry trade org for consumer magazines.

MPA is buying up ad space to target advertisers with these torn pages and messages about print’s continuing relevance for both impressions and WOM.

I love the creative - great approach at catching eyes and building relevance. Although, while I do have a whole drawer of ripped-from-a-magazine pages, I rarely pass them on in paper form... I just find the content online and email it (obviously).

Mullen won the print campaign back in January and will roll out the second part of a three-year, $40 million campaign.

Comments

[Anand Chopra-McGowan]

I read a New York Times article about this campaign a week ago - http://www.nytimes.com/2006/02/15/business/media/15adco.html?_r=1&oref=slogin

I actually wrote to the head creative at Mullen about the campaign; I had heard him speak about it at an event called Magazine Day in Boston. It seems to me that the creative probably does more to highlight a weakness of magazines, don't you think? While a single ripped page has only so much mileage, an online ad or email can be forwarded to thousands and across many more miles.

Not to say that I am against print advertising - there's some very interesting and even effective creative out there in print. I just don't think this campaign builds a very strong case for buying print.

Cheers!
Anand Chopra-McGowan
Boston University AdClub