4A's Opener: Magazines to Use Magazines to Boost Magazines

Geoffrey Precourt, Warc's U.S. editor, reports from the 4A's annual Leadership Conference, Transformation 2010.

4A's Opener: Magazines to Use Magazines to Boost Magazines

Geoffrey Precourt Warc

The early-morning opening-day buzz on the floor of the 4A's (formerly known as the American Association of Advertising Agencies) 2010 Leadership/Media Conference was all about print going digital.

An opening-day session would feature three of the most senior American magazine executives: Cathleen Black, president, Hearst Corporation; Jack Griffin, president, National Media Group, Meredith Corp.; Ann Moore, Time Inc. chairman/ceo. The blurb from the 4A's promised, "Major publishers announce the latest breaking news in the magazine industry."

Meredith and Time Inc. have been teasing marketers and readers with...

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