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Tuesday, August 23, 2005

"Gimmick" Ads 

Gimmicky Magazine Inserts Aim to Grab Page Flippers

From the Wall Street Journal (sub req.) a few weeks back, a piece on the "gimmicks" advertisers are using to attract attention to their print ads.

Grab: Advertisers are increasingly creating print promotions designed to stop readers in their tracks. A recent issue of Time Warner's People arrived in mailboxes featuring a replica of a bottle of PepsiCo's recently introduced Aquafina sparkling water constructed partly out of bubble wrap. "Bubbles are more fun," read the ad, crafted by Omnicom Group's BBDO.

I don't see these as gimmicks, but as intelligent ways to increase the value of print ad buys. We've had some terrific success in taking out Publishers Press' magazine: the magazine about magazines, which highlights a variety of unique print advertising applications. When our advertisers flip through this piece, it moves the conversation away from the value of print advertising to ways that the advertiser can take advantage of the capabilities of our printer and production department. And that's a good thing.

From the Journal piece: "One of the key people on our staff goes out virtually every day to advertisers with two suitcases of samples of product that we would love to get into a magazine -- like flip books," says Paul Caine, publisher of People.

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