CONDE NAST TV AD TOUTS IMAGE

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NEW YORK-Conde Nast Publications next month starts an unusually aggressive $1 million-plus corporate image TV campaign that the magazine publisher calls its answer to the information superhighway.

A 60-second spot will break during the NBA finals via Berlin, Wright & Cameron, agency of record for Conde Nast's new corporate account.

The commercial promotes the Conde Nast stable of glossy monthlies, including Vogue, Glamour, Vanity Fair, Mademoiselle, Self, Allure, GQ, Gourmet and Details.

"It will attempt to position Conde Nast as the quality publisher in America," said Conde Nast President Steven T. Florio. "The whole theme is the quality of our content, and with all the noise about the information superhighway and the technology age, ultimately what it all comes down to is content."

"It's our statement, really, on the superhighway," Mr. Florio said.

One of the nation's largest publishing houses, privately held Conde Nast has long been known for its staunch defense of print media and a willingness to ignore industry trends and follow its own instincts.

The TV spot will run indefinitely, appearing on CBS' "Late Show With David Letterman," various cable TV shows, and local newscasts in New York and Los Angeles. Trade and consumer print ads break in the fall.

Berlin is also agency of record for The New Yorker, published by Conde Nast parent Advance Publications. Agency President Andy Berlin and Mr. Florio have long had a close working relationship.

Consumer image campaigns-particularly on TV-are rare in the magazine world, where consumer marketing dollars are often devoted to efforts to drive subscriptions and newsstand sales.

Pat Sloan contributed to this story.

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