Here is a great blog post summarizing the new ad campaign being run. I’m not entirely sure who is behind it – magazines, magazine advertisers, but it’s pretty amazing:
Here is the text of the magazine ad (you can see the actual ad by checking the above link):
The Internet is exhilarating. Magazines are enveloping. The internet grabs you. Magazines embrace you. The Internet is impulsive. Magazines are immersive. And both media are growing.
Barely noticed amidst the thunderous Internet clamor is the simple fact that magazine readership has risen over the past five years. Even in the age of the Internet, even among the groups one would assume are most singularly hooked on digital media, the appeal of magazines is growing.
Think of it this way: during the 12-year life of Google, magazine readership actually increased 11 percent.
What it proves, once again, is that a new medium doesn’t necessarily displace an existing one. Just as movies didn’t kill radio. Just as TV didn’t kill movies. An established medium can continue to flourish so long as it continues to offer a unique experience. And, as reader loyalty and growth demonstrate, magazines do.
Which is why people aren’t giving up swimming, just because they also enjoy surfing.
Librarians – if we were to come up with an ad campaign somewhat like this, what would we say? What makes us better, different, improved compared to competition or supposed competition? Our ad campaign would mention that library card sign ups have gone up as high as 20% in some regions of the country.
The best line of all: ” An established medium can continue to flourish so long as it continues to offer a unique experience.” How have magazines continued to create a unique experience? By building strong web presences in addition to print. By linking web content and print content.
Even up until last year, many major magazines were failing. And now they’ve taken this positive spin and made a statement that says “We are here, we are not leaving, we’re getting back on our feet.”
What should/would/could we say? Talk to me! I want to hear our new ad campaign for libraries!