An Interview with the MPA … on the Unsung Hero of Accountability
Magazine Publishers of America (MPA) and its Magazine Marketing Coalition are in the middle of a unique two-week, guerilla promotion they’re calling “Magazine Accountability Week,” aimed at raising awareness within the ad community of magazines’ strengths as part of media plans. Among the more notable elements to the campaign is the MPA’s own “superhero,” Captain Read, who is visiting media-buying agencies throughout New York with the MPA’s message in hand. Ellen Oppenheim, the MPA’s executive vice president and chief marketing officer, talked with InBox about the campaign and its message.
InBox: Just what does Magazine Accountability Week entail?
Ellen Oppenheim: [This week] is part of an ongoing effort and … and that needs to be put into perspective, I believe.
As part of the Magazine Marketing Coalition ([where] magazines come together to promote their strengths), in keeping with advertisers’ increased interest in accountability, we have unearthed a lot of third-party research that demonstrates magazines’ contribution to advertising results. … In an age of information-overload … even though we have ongoing advertising and ongoing sales calls, and content that goes out through Magazine Days and other events across the country, it’s still important to find new and different ways to bring attention to our core message.
So this is the week that the Association of National Advertisers (ANA) is doing their accountability conference … and [the MPA] had a table at the conference to distribute material and information that demonstrates to advertisers how magazines help produce results. Because it’s obviously not enough to just say they do, but you need to show people how they do. And part of it is showing people how they can use their own advertising approach to make magazines work even harder for them.
InBox: How did this two-week promotion come together?
Oppenheim: … Magazines are the unsung hero of accountability, so we said, “Let’s run with it.”