The White House Office of National Drug Control Policy March 22 announced plans for a one-month "magazine roadblock,'' with $2.1 million in ads in 61 May titles, reaching a circulation of 90 million. The antidrug office said that ads will have two themes: Ads aimed at parents will focus on parenting skills, while ads aimed at youths will concentrate on resistance skills. The Partnership for a Drug-Free America creates ads for the antidrug office, with media buying handled by Ogilvy & Mather, New York. The antidrug office said the buy was designed with assistance from the Magazine Publishers of America. The spending represents 25% of the office's print budget.
Copyright March 2000, Crain Communications Inc.