MPA targets trade with new emotional campaign

MPA targets trade with new emotional campaign
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The revamped industry body for the magazine trade, Magazine Publishers of Australia (MPA), has launched a major ad campaign and fresh new branding in an effort to bolster the importance of magazines in the minds of media planners and buyers.

The trade-focused campaign will also target industry press and introduces a new emotional core positioning:  “Magazines Move Me”.

MPA executive director Robin Parkes told B&T: “We will move into a consumer campaign later down the track but the initial campaign is to demonstrate effectiveness, to bring back the voice to magazines, to show the trade media and media planners and buyers they shouldn’t discount magazines as traditional media because we have a very relevant role to play in the ‘plus world’ where it’s digital plus print plus everything else.”

The print and online advertising campaign launches with the themes of “lust”, “want” and “desire” to demonstrate how magazines inspire and move people to action.

Coinciding with the new campaign, the MPA has unveiled a new black and white corporate identity and a refreshed website with new content and information on the magazine sector.

The initiative comes after consistent circulation declines for magazines over the last two years as consumers cut back their discretionary spending.

While sales drops have been dramatic for some titles, including MasterChef Magazine and FHM, both of which were axed by their respective publishers last year, declines for others have been slight, leading to an overall 4.2% year-on-year drop for the sector in the last half-yearly audit

Parkes said. “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.

“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.”

The campaign will use a series of striking images from market-leading titles including Marie Claire, Donna Hay and Vogue, and feature stand-out facts about magazines.

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.

Secondly, magazines drive desire, with two in three readers visiting a website after viewing a magazine ad.

Finally, magazines create want, with magazine advertising the “number one medium for influencing purchase”.

MPA Chairman and Bauer Media Australia CEO Matthew Stanton said: “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 $894m in magazine print sales alone. "These titles engage with readers and provide unique targeted environments for advertisers to promote their products," said Stanton. 

The MPA bolstered its ranks with the addition of Robin Parkes last September. Then newly-installed chairman, Stanton, said at the time that her appointment signified a joint commitment to revitalising the MPA, which had not had official leadership for the few years preceding. 

Pictured in thumbnail: The MPA's upcoming coverwrap on B&T featuring an image from Marie Claire

Pictured below: A double page spread in Rolling Stone

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