The U.S. effort will kick off in trade publications, fashion magazines and major newspapers. The push incorporates a "tip-on" postcard that will be attached to the outside of the November/December issue of American Photo. The magazine's sister publication in France had a similar cover postcard earlier. The campaign will have an Internet component (http://www.kodak.com/go/professional/) and may move into TV later this year. The ads will carry the Kodak theme, "Take Pictures. Further."