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The Atlantic magazine is launching a campaign with ads in unexpected places - on muffin displays in corner stores, on restaurant menu boards and on the shampoo shelves at drugstores - in an effort to reach media buyers in New York.
The campaign, estimated at $1.5 million, begins Monday, reports The New York Times.
Dubbed “Think. Again.”, the campaign also includes neon signs that ask thought-provoking questions like, “Is Google making us stupid?” and “Why do presidents lie?” Video clips will be produced and shown on a special section of The Atlantic website to illustrate what happens when passers-by are confronted with interesting questions.
The Atlantic is raising its rate base from its current 400,000 to 450,000 in 2009.
Another magazine geared toward intellectuals, The Economist, is engaging in an unusual approach to advertising. The magazine has launched a campaign in eight markets, including Boston and Washington, and is heading to Philly next. The $5 million budget helped pay for ads that show the spinner from a Twister game along with The Economist logo, pizza boxes with The Economist name, and sponsored performances of the Second City improv group.
The Economist rate base is 714,000.
Cleverworks did the media buying for The Atlantic campaign. Buying for The Economist campaign was done by PHD.
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