Press here: generic magazine promotion in prospect?

Alan Garth

A report from the first national conference of the PPA (Periodical Publishers' Association). A main theme was the case for generic advertising to promote magazines.

Press Here

Alan Garth

MAGAZINES ON THE ADVERTISING TRAIL

A main theme at the first ever PPA conference was the case for UK generic advertising to promote magazines. A similar effort in the US (spending $12m) markedly improved the category's share of adspend. WCRS' Peter Bowman and others demonstrated the logic of such a move for the less than buoyant British sector, which was shown to have considerable underlying strength.

Are we about to see a generic advertising campaign extolling the virtues of consumer magazines as an advertising medium? A sort of 'get the strength of the magazines behind...

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