Campaign for Print Ads

The first ads for a new campaign pushing the power of print media will be appearing in the May issues of some 100 different consumer magazines. Among the publications participating are Bonnier Corporation titles BabyTalk, Field & Stream, Flying, Parenting School Years, Parenting Early Years, Popular Photography, Popular Science, Sport Diver and Yachting. The campaign is being backed by Bonnier Corporation in conjunction with other large U.S.-based magazine publishers, including Time Inc., Hearst, Condé Nast, Wenner Media and Meredith.

The campaign promotes print magazines as an effective media for advertising, with a longer life and greater depth than web content. The first ad, created by U.S. advertising agency Young & Rubicam, features swimmer Michael Phelps with the tagline "We surf the Internet. We swim in magazines."

The ads will run for seven months and the combined reader audience is estimated to be 112 million per month.