Penton ads seek debate on values

Folio: The Magazine for Magazine Management, Sept 1, 1992 by Allison Lucas

Penton Publishing is mixing it up this summer with a new ad campaign designed to ignite a debate about economics and industry - and at the same time drum up some advertising for its 40 trade tides.

The Cleveland-based firm, which publishes Industry Week, a 280,000-circulation tide for the manufacturing sector, is running ads featuring Provocative scenes accompanied by equally provocative taglines. One shows a man smashing a Japanese car with a sledgehammer. The tagline reads "This is not the way to make a dent in Japanese car sales." Another depicts a courthouse, with the tagline, "America's will to do is up against America's will to sue."

Each in the series is aimed at industry CEOs and intended to generate thought and, it is hoped, interaction with those who read them. twist is that Penton's name prominent on the page - only the line, "Put the US back in business." CEOs will have the opportunity to respond with thoughts and comments that may then be published in a subsequent series of ads, says Penton spokeswoman Jenny Swanson.

"We're printing this much like an editorial commentary page," Swanson says. "We're hoping to start some discussion and debate."

The purpose is not necessarily to promote Penton, but to promote industry or business," Swanson adds. "Anything to help industry will help Penton." Ads are running in Adweek and Business Marketing, as well as in Penton's own publications. Swanson declines to say how much the campaign is costing.