Redbook tries to break the matronly mold

Article Abstract:

Redbook, named in 1903 for the color that means happiness, is redefining its audience and Lotas, Minard, Patton, McGiver has created an ad campaign to tout it. The first new ad campaign since 1982, this one will be in print and on New York phone kiosks. The $1.7 million campaign needs to boost readership to or above the levels of competitors like McCall's, Family Circle and Better Homes & Gardens.

Comment:

New ad campaign and new thrust for young married women in April issue

United States, Marketing procedures, Media Planning/Goals, Periodical Publishers, Women's Periodicals, Account Activity, Periodicals, Print Media, Demographics, Publishing industry, Marketing, Abstract, Women's magazines, Hearst Corp. Hearst Magazines Div., Redbook (Periodical), Lotas Minard Patton McIver Inc.

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Hard campaigners: some firms shrug off war, start spiffy ads; car makers, travel industry and PepsiCo make plans; a consultant urges action

Article Abstract:

Despite the war in Iraq, marketers are pursuing elaborate and more creative advertising campaigns for their products. PepsiCo., along with car makers and the travel industry are all planning new campaigns.

Lodging & Tourist Services, Accommodation, Advertising, HOTELS AND OTHER LODGING PLACES, Travel industry, Automobile industry, Marketing industry

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Ad industry converges on Big Easy; war, economy cast pall over annual convention; trying to stay sanguine

Article Abstract:

Organizers expect lower attendance at this year's American Association of Advertising Agencies in New Orleans, due to the industry's continuing slump, now exacerbated by the U.S. war against Iraq.

Sales Meetings, Analysis, Conferences, meetings and seminars, Conferences and conventions, American Association of Advertising Agencies

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