Imagine that you are the head of a American magazine publishing company. You publish Vogue
, or Sports Illustrated
, or National Geographic.
Your ad revenue has plummeted
. You have recently shuttered several magazines
. The Web sites of your publications are clunky
(most of them use a similar dull template). You know that you need to do something drastic, something that will turn around your business and inspire a new generation of readers.
And so, on a gray Monday morning in San Francisco, you and your fellow magazine-publishing cohorts join together to launch a collaborative effort
to save the American magazine -- "Magazines, The Power of Print.
Yes -- you are not going to struggle alone. You are going to bring together the best minds in the business to create a $90 million print advertising campaign
. You are going to advertise in your own magazines about how people should keep reading magazines!
To do this, you need a really killer slogan. Something that will galvanize your readers. That will show just how cutting-edge and relevant you are.
"Will the Internet Kill Magazines? Did Instant Coffee Kill Coffee?"