The latest sales tool: 4As recession ad

Folio: The Magazine for Magazine Management, May 1, 1991 by Lisa I. Fried

NEW YORK City-Wanna sell some pages? The American Association of advertising Agencies (4As) has a new public service ad showing that companies that maintain or increase advertising in a recession can not only increase market share, but also reap sales gains over competitors that don't.

The 4As convinced The New York Times, The Wall Street Journal, Time, Fortune, Business Week, Advertising Age and Adweek to run the ad for free. Now, many magazines that are down in ad pages are using the ad as a sales tool-and singing its praises.

In March, ARTnews mailed the ad, along with a recession-oriented promotion letter, to current and prospeCtive advertisers. The research cited in the ad-that advertisers who hiked or maintained spending during the 1981-1982 recession saw a 3.2 to I sales advantage in 1985 over those that didn't-caught the attention of ARTnews associate publisher Joel Kessler, who admits that ARTnews' gallery advertisers could certainly use some prodding. Their budget tightening left the magazine with 30 percent fewer ad pages in the January through April issues than the previous year, he says.

ARTnews is not alone. At Penton Publishing's Industry Week, first quarter ad pages "were pretty flat," says Tony D'Avino, district manager. ARTnews plans to run the 4As' ad and use it in presentations to cautious advertisers. "More clients need that type of information," he says.

New England Business will run the 4As' ad in its May issue, which will address the subject in its advertising column. "We see the ad as a good vehicle to get the message out to our audience," says Robert Dixon, associate publisher. "The advertising agencies are having as much trouble convincing clients to advertise as we are.

Another player in the game

Meanwhile, a Wall Street Journal ad with a similar theme is also attracting interest. Metropolitan CEO Inc.'s Indianapolis CEO will run the ad-which plugs The Wall Street Joumal-verbatim in its May issue. The ad will run near editorial that discusses advertising in a down economy.

"My publication is designed to help people run their business better, explains Jim Cotterill, president, Metropolitan CEO. "When I find anything to help them do that, I run it."

Chemical Marketing Reporter is also considering reprinting the ad, according to The Wall Street Joumal. The Joumal, like the 4As, will provide ad materials for free. But there's one caveat: The information about The Wall Street Journal can't be cut out.