Reaching Young Readers
A new initiative by MPA gives free digital editions of magazines to college students hoping to convert them into magazine readers and to test the viability and popularity of digital delivery. Five publishers are participating in this initiative. Read more

Ideas archive

World's First Mag
The Gentleman's Magazine was the first general-interest magazine. It was founded in London by Edward Cave in January, 1731. The original complete title was The Gentleman's Magazine: or, Trader's monthly intelligencer. More>>

More Facts

Merrill Lynch report on the state of the newspaper industry does not see online representing over 50% of total newspaper ad revenues until more than 30 years from now.More>>

More Numbers
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  • An Illustrated History of Magazine Covers and Cover Lines
  • Magazine First Issue Archive
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  • Magazine Publishers of America
  • American Society of Business Press Editors
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  • Beyond the Page
  • Designing Magazines
  • NewsWatch India
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  • The Editors Weblog
  • FishBowl NY
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  • Newspaper Index Blog
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  • Online Press Gazette
  • Magazine Symposium 2007
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  • Magazine death blog
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  • Global Voices Online - The world is talking. Are you listening?


    Why Magpie? Because I like observing these sleek birds with a tapering tail. And like Magpies, I live with the burden of being a 'chatter', even though I believe that I am rather shy, reserved and unobtrusive :).

    Tuesday, July 25, 2006

    Advertising: Superhuman Effort to Raise Awareness

    Finally magazine faithful have their own Superhero: Captain Read. "Complete with crimson tights, a black cape and a lightning-bolt 'M' for magazines on his chest..."
    Beginning the week of July 17, 2006, MPA (Magazine Publishers of America) and the Magazine Marketing Coalition embarked on a two-week guerilla promotion to raise awareness within the ad community of magazines’ strengths and contribution to media plans. The promotion involved a superhero named Captain Read who visited nine advertising agencies in New York City, bearing research materials that tout the super-power of magazines.
    Overall, Captain Read met with more than 750 planners, buyers and other agency professionals and disseminated 1,300 copies of each research material, counting leave-behinds.

    The entire hoopla with the people posing with Captain Read seems a wee-bit childish, but then a friend with agency experience, tells me that in India too, media planners often have whacko campaigns designed to get their attention.
    And I know of a technology magazine launch where a man in a Robot costume served chips and snacks to visitors. Thankfully, it was good eight years ago.

    While the MPA site shows happy pictures of people who posed with Captain Read, Simon Dumenco of Advertising Age does not take a kind view of the situtation in his article: You Have Got to Be Kidding Me! (Please Tell Me You Are)

    Happy Reading !



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