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Groundbreaking Campaign to Promote Print

26 Nov 2010

ACP has revealed details of its "I Love Magazines" marketing push which it describes as "the most extensive trade campaign in a decade promoting the strength, vibrancy and relevance of Australian magazines".


The trade campaign, launching today features key advertisers and media agency players carrying their favourite ACP title and endorsing magazines' place in the media mix.


They are:

 

  • Peter Horgan - Managing Director, OMD Australia
  • Mark Pejic - Chief Operating Officer, Mediacom
  • John Sintras - Chief Executive Officer, Starcom
  • Henry Tajer (pcitured below) - Executive Chairman, Mediabrands
  • Karin Adcock - Managing Director, Pandora
  • Ian Alwill - Director of Marketing Communications, Nestlé Australia
  • Terry Little - Managing Director, Estée Lauder Companies, Australia
  • Mark O'Keefe - General Manager, L'Oréal Australia
  • Katie Page - Managing Director, Harvey Norman

Last week saw the return of ACP to industry body Magazine Publishers of Australia which also has an agenda to promote the medium.


There will also be Facebook, Twitter and LinkedIn elements to the I Love Magazines campaign as well as a dedicated website which is not yet live. Next month there will also be an I Love Magazines app.


The trade campaign will be followed by one in ACP titles aimed at consumers.


ACP Magazines boss Phil Scott said that the company would drastically increase its external marketing spend. He said: "I Love Magazines is just the latest initiative in our marketing strategy across the company, with further developments to come. In the 2011 financial year, ACP Magazines will double its media spend to approximately $20 million.


"I strongly believe there is a huge future for print as part of an integrated media world. As the largest magazine publisher in the country, ACP Magazines is leading the way with this innovative approach in marketing to both the trade and consumers."


The campaign is the first offering from the newly created ACP Creative, an in-house offering headed by creative director Carolyn Innis "that will focus on brand extensions, progressing client briefs and devising options that deliver on advertisers' needs across ACP's diverse magazine and digital media."


In conjunction with this campaign, ACP will publish details of neurological research into how people engage with magazines and how that translates to advertising effectiveness.


Scott claimed: "The results of our neurological study will change the way advertisers think about magazines as an advertising medium."


PMP's Richard Allely and IPMG's Stephen Anstice have come out in support of a "groundbreaking" campaign to promote magazines and applauded the marketing spend of $20m.


The ACP 'I Love Magazines' campaign is "the most extensive trade campaign in a decade promoting the strength, vibrancy and relevance of Australian magazines", according to an ACP spokesperson.


The campaign is aiming to reinforce the relevance of print as part of the media mix.


It will include an I Love Magazines app on iTunes Store, dedicated website www.iloveacpmags.com.au (due to go live on Friday) and display ads in ACP titles featuring media industry leaders endorsing their use of magazines


ACP's new managing director, Phil Scott, said: "I Love Magazines is just the latest initiative in our marketing strategy across the company, with further developments to come. In the 2011 financial year, ACP Magazines will double its media spend to approximately $20m."

"We are extremely proud of the creative passion that has gone into this ground-breaking campaign," he added..


PMP chief executive Allely, one of ACP's major print suppliers, told ProPrint that promoting the relevance of printed products was a key issue for the industry, a theme he covered in his recent address to the Printing Industries CEO Forum.


"I commend the campaign. I think it is an excellent initiative and feel it will be very successful for them and look forward to seeing the results as things emerge.


"As a printer, we try to ensure that we can provide the flexibility and agility to service the publishers as these initiatives roll out," added Allely.


Stephen Anstice, chief executive of fellow ACP supplier IPMG, told ProPrint: "IPMG enthusiastically supports the ACP campaign to promote the unique strength and relevance of magazines to both readers and advertisers.


"Reading magazines remains one of the joys of life and we are proud to be the printer of so many excellent magazines," he added.


Sources: ProPrint and mUmBRELLA



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