ACP called its ‘I Love Magazines’ campaign “the most extensive trade campaign in a decade promoting the strength, vibrancy and relevance of Australian magazines”.
The campaign, which launches this Friday, is aiming to reinforce the relevance of print as part of the media mix.
It will include an I Love Magazines app on iTunes Store, dedicated website www.iloveacpmags.com.au (due to go live on Friday) and display ads in ACP titles featuring media industry leaders endorsing their use of magazines (pictured: Estée Lauder MD Terry Little).
ACP’s new managing director, Phil Scott, said: “I Love Magazines is just the latest initiative in our marketing strategy across the company, with further developments to come. In the 2011 financial year, ACP Magazines will double its media spend to approximately $20m.”
“We are extremely proud of the creative passion that has gone into this ground-breaking campaign,” he added..
PMP chief executive Allely, one of ACP’s major print suppliers, told ProPrint that promoting the relevance of printed products was a key issue for the industry, a theme he covered in his recent address to the Printing Industries CEO Forum.
“I commend the campaign. I think it is an excellent initiative and feel it will be very successful for them and look forward to seeing the results as things emerge.
“As a printer, we try to ensure that we can provide the flexibility and agility to service the publishers as these initiatives roll out,” added Allely.
Stephen Anstice, chief executive of fellow ACP supplier IPMG, told ProPrint: “IPMG enthusiastically supports the ACP campaign to promote the unique strength and relevance of magazines to both readers and advertisers.
“Reading magazines remains one of the joys of life and we are proud to be the printer of so many excellent magazines,” he added.
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