New ad campaign for 'The Economist'

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New print and outdoor ads debut this week for The Economist, the U.K. newsweekly looking to increase its U.S. circulation. Weiss Stagliano Partners, New York, handles. The campaign will appear in national consumer publications, including Red Herring, Fast Company and Upside, as well as on outdoor boards. To address the misperception that the magazine is only for economists, the new tagline is "The only thing dry is the ink.'' Media planning and buying for the campaign were done by CIA VSM Media, New York.

Copyright August 1999, Crain Communications Inc.

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