On the campaign trail

Folio: The Magazine for Magazine Management, June 15, 1995 by Cris Beam

Convincing media buyers that their magazine is a good investment for advertisers is a formidable challenge for publishers. Here Debbie Menfi, senior vice president and media director of the New York City-based ad agency Deutsch, Inc., offers her view on the effectiveness of a few new and past campaigns.

Good Housekeeping

Past campaign: 1994 Slogan: "I'll believe it when I see it in Good Housekeeping." Image: The Good Housekeeping seal Analysis: "The attempt seems a bit oversimplified. While the GH Seal is certainly a legitimate franchise and the headlines are topical, the campaign still seems reminiscent of past glories."

Most recent campaign: April 1995 - present Slogan: "The magazine America trusts." Image; "The current campaign, which portrays and accompanying art. Analysis: "The current campaign, which portrays the magazine's contemporary relevance to its readership, is a much stronger communication. It lends a contemporary voice while maintaining the valuable connection to the GH Institute. However, the references to truth in the body copy are a bit lofty and diminish the campaign's overall strength."

Penthouse

Past campaign: February - March 1995 Slogan: "Stop thinking about us that way." image: A peach above the line, "Penthouse. The Facts of Life." Analysis: "An arresting visual of a peach draws readers into the text. The copy broadens our view of readers' interests without negating the draw of the photo layouts. This is fine, but maybe they should spend some time on the strength of the audience."

Most recent campaign: March - April 1995 Slogan: "What people think about when they don't think about sex." Image: "The Thinker" with an empty thought bubble. Or a picture of birds and bees above the line, "Penthouse. The Facts of Life." Analysis: "Though new executions are necessary to keep a campaign fresh, the peach visual is a hard act to follow. However, this campaign will have less to do with bringing new advertisers to the pages of Penthouse than portraying a shift in personal and corporate sensitivities."

Working Woman

Past campaign: 1992 Slogan: Cover copy (on 1 2-page insert): "As different as night and day." Image: Portraits of women who defy stereotypes. For example, entrepreneur Josie Natori, who left a vp spot at Merrill Lynch to start a lingerie company is juxtaposed with the myth "Women don't like to take risks." Analysis: "This campaign works in positioning the growing power of women as decision-makers in the business marketplace. It does not, however, make a strong case for Working Woman as the must-read for this audience."

Most recent campaign: 1993 Slogan: Cover copy (on eight-page insert): "Wilma Mankiller would like to have a few words with you." Image: A series of portraits of women who head nontraditional businesses. Analysis: "This campaign begins to work at defining Working Woman's audience within the context of the business arena. Some of the executions seem to be pushing the point too hard, which lessens the campaign's believability."