|The Magazine Publishers of Australia (MPA) has launched an advertising campaign and new look that introduces the new core positioning of "Magazines Move Me".
The print and online advertising campaign launched last week with the themes of "Lust", "Want", "Desire" aims to demonstrate how magazines inspire and move people to action.
Coinciding with the new campaign, the MPA today unveiled a new black and white corporate identity and a refreshed website with a wealth of new content and information on the magazine sector.
"The MPA's new campaign, website and corporate identity reinforce magazines' core benefits: an innovative, effective consumer communication channel with the ability to connect, influence and motivate," MPA Executive Director Robin Parkes said.
"Our umbrella positioning of ‘Magazines Move Me' reflects the ‘magazine effect': magazine brands move people's opinions and ideas about brands; they create emotions that motivate action; and readers have deep and engaged connections with magazines that elicit emotions."
Research conducted by each of the publishers and highlighted in each ad shows that: following Lusting after a product in a magazine, one in four readers purchased the product. Magazines drive Desire - two in three readers visited a website after viewing a magazine ad. Magazines create Want - magazine advertising is the number one medium for influencing purchase.
"The Australian magazine publishing industry is robust and well positioned for a successful 2013. The recently reinvigorated MPA and ensuing promotional campaign highlights the fact that our members are well aligned and committed to promoting the innovation and investment that drives the magazine business. In Australia there are 129 audited titles that generate over $894 million in magazine sales in print alone. These titles engage with readers and provide unique targeted environments for advertisers to promote their products," MPA Chairman and Bauer Media Australia CEO Matthew Stanton said.
The MPA website at www.magazines.org.au has been redeveloped as a one-stop hub for magazine information for media planners, strategists and advertisers. The site will feature insights and research on magazines including a large bank of downloadable ‘nickable charts' and advertiser case studies.
"Magazines are powerful consumer communication channels with deep relevance and reach - and the MPA's new campaign marks an important step in developing an enhanced market presence for the industry" said Nick Chan, CEO, Pacific Magazines."
NewsLifeMedia CEO Nicole Sheffield said: "We have the most engaged content and brands of any media and we are better positioned than any other channel to leverage the many opportunities the platforms of today offer. I am excited about the strengths of our magazines and the role the new revitalised MPA will play in driving the industry."