:: adgruntie :: Magazines are the holy grail?

+ "Advertising guru", Michael Baulk, who was chairman and chief excutive of the abbot Mead Vickers BBDO Group until June 2006, was addressing some delegates at PPA's CEO conference (Periodical Publishers Association) claimed magazines are the 'holy grail'. Other points he made:
- The magazine industry's "enhancement and sustainment of its brands by constant product innovation and product development."
- Magazines offer advertsiers and agencies the "holy grail" of communication in the 21st century: "engaged reach."

In conclusion said Baulk: "Magazines are absolute gold dust in today's brand communication world."

It's somewhat amusing to me, the whole claim of trust and "engagement and trust they had with readers, something other media forms could not replicate". Especially with editorvertising and all that crap that is so very obvious on almost every magazine page (well, depending on the type of magazine). Perhaps I'm much more jaded than the average reader, being that I am in the biz/read about it. But it does seem that more magazines have more product placement in text type stuff going on now. Here's a related bit I wrote back in 2004 on the topic for Adland.