Brainy Brands in Unexpected Places

by stephanie ~ October 3, 2008

We all know that while the economy is in a slump, advertisers have to work extra hard to get your money.  And a couple of magazines are beginning some very innovative and unexpected ad campaigns as a result. 

I think The New York Times’ Stuart Elliot has it right with Brainy Brand Names Where They’re Least Expected:

The Economist, a conservative weekly that focuses on international politics and business news, is stamping its name on pizza boxes that feature a Twister spin board.  The magazine is also sponsoring a political satire piece performed by the Second City theatrical troupe in Chicago. The Economist’s approach is constructed to ask people to “Get a World View” through the magazine.

The Atlantic, a similarly-minded magazine, will soon be advertising on muffin displays in bodegas, restaurant menu boards, and shampoo shelves.  Additionally, The Atlantic will be creating video clips, similar to Jay Leno’s “Jaywalking,” which will show people’s reactions as they are asked questions like “Is Google making us stupid?” or “Why do presidents lie?”  These questions stem from Atlantic articles, some of which have driven sales.  Next to these questions is The Atlantic’s logo with their tagline, Think Again

In Elliot’s New York Times article yesterday, Michael Fanuele, the managing director for strategy at The Atlantic’s creative agency, was asked why they would be advertising the magazine in muffin displays and drug store aisles.  Apparently, the belief that advertising to potential readers at places where their brains are most at rest will be more effective.  I don’t know the science behind this, but it definitely is an interesting point. 

These ads are definitely different from what we’ve seen in the past.  I don’t see too much advertising for magazines, but these methods seem like they have the potential to be fairly effective.  I’ll be keeping my eye out for these ads- and looking to see if it actually increases readership.

Stephanie Jones is an intern at Mediashop PR.  A student at Fordham University, Stephanie is pursuing a bachelor’s degree in communications and media studies.