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Article Excerpt
In 2004, Hewlett-Packard was one of the heaviest users of magazines, and its San Francisco-based ad agency, Goodby Silverstein & Partners, produced a series of attention-getting, award-winning print campaigns showcasing digital photography, and often shot by famous photographers such as the late Richard Avedon. Benefiting magazines included BusinessWeek (91 pages and over $9m), Fortune (50 pages and $4.225m), Forbes (35 pages and $2.8m) and, in a surprise move, The New Yorker (38 pages and $2.7m) according to Patterson Advertising Reports.
"The future is all about relationship marketing and connecting with the consumer," says Julia Mee, director, global advertising and corporate sponsorship at HP, which spent $98,848,000 in magazines from January-November 2004 (per TNS Media Intelligence). "It's about placing the consumer at the center of our marketing universe and about accelerated global expansion. We're taking the existing...
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More articles from Min's Advertising Report
Boxscores: SUV's Surge into Magazines., April 04, 2005
New Print Campaigns., April 04, 2005
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