Marketing Facts January 16th 2006
Marketing Facts
'Afgelopen zomer lanceerde de Magazine Publishers of America (MPA) een campagne waarin het lezen van een print magazine als een warme activiteit werd ervaren in een voor de rest koude, kille, futuristische omgeving. ZOOZOOM, aanbieder van een online glossy magazine, reageerde en maakte deze advertentie.'
The Marketing Facts post
ZOOZOOM's 'Doing It' Campaign
ZOOZOOM's Flyral Video
Jaffe Juice January 15th 2006
Jaffe Juice says 'magazines can't even kill a fly'
Writing about the recent MPA campaign Jaffe Juice says '(they) belabor a pathetic state of denial that this is all just a bad dream and if we continue to hug our magazines even harder, this will all go away...
Now, online fashion magazine, ZOOZOOM, is taking aim at their offline counterparts, with this viral video that insuniates that magazines are pretty much good for nothing...'
The Jaffe Juice post
ZOOZOOM's 'Doing It' Campaign
ZOOZOOM's Flyral Video
Adrants January 14 2006
Adrants says 'Online Magazine Extends Spoof of MPA Campaign'
'ZOOZOOM has extended that spoof into a real campaign, taglined "Doing It," which shows people online in various scenes. There's also a video that illustrates how magazines aren't even good at killing a fly anymore.'
The Adrants post
ZOOZOOM's 'Doing It' Campaign
ZOOZOOM's Flyral Video
ZOOZOOM's 'Doing It' Campaign
In the summer we spoofed a Magazine Publishers of America campaign that can be seen at magazine.org.
The MPA campaign seeks to position print magazines as a 'real' activity in an increasingly cold, green, virtual, future world. It suggests that the printed matter itself will be our comfort blanket. While this may be true for some, ZOOZOOM Partners and readers included, content is the real comfort blanket and is what we cherish and what we love.
ZOOZOOM publishes original glossy magazine content on the web every week. Our readers cherish and love it. They read it online every day. Our campaign shows them and us 'Doing It' right now. You can't get much more real than that.
Many thanks to all our readers and supporters.
magazine.org Spoof Ad Explained
Yesterday we emailed our media contacts and subscribers a spoof email advertisement aimed at magazine.org (view the ad). It got quite a response (although not from the MPA). We've had many emails asking questions like: who are you? where are you? would you like to have dinner? and what's your point?
So we thought we'd better explain,
Basically we're a magazine that's online. We believe that, like any magazine in any medium, we survive because of our content. The MPA are trying to tell us that print magazines have some timeless quality that will survive no matter what. A Condi Nast exec recently told our Publisher David McIntyre that he loved the smell of ink on paper. Perhaps the MPA have become addicted to said smell because they seem to be acting like they're under the influence of something.
Our point is that a magazine is a magazine, whether it is in print or online. We're unsure why the MPA seeks to define a format (the magazine) by its medium (print or online) rather than by its content. This seems particularly odd when many MPA members have online editions of their magazines as well as print editions of their magazines (hey MPA member do you know where your subs are being spent?).
What is really fascinating is that the online versions of the MPA ad campaign are more compelling than the print versions. They've managed to create a self defeating ad. We thought it was worthy of a ZOOZOOM Spoof Award.
So what's ZOOZOOM and why are we getting all high and mighty? We're a fashion magazine, high-end, the original online glossy and we take our work seriously. We set out to create an online magazine that is as good as the print magazines we like so much (apart from the smell). We were inspired by the great photographic content in magazines like Vogue, Pop, W and V. We think a good picture is a good picture, in print, online or on a wall. Of course how you display the picture is important so we made ours big: think full bleed or rather full screen. The bigger your screen the bigger the picture. We've taken the quality approach, no banners, no pop-ups. So far we've been nominated for Webby Awards together with British Vogue and Alexander McQueen; we have been named as one of TIME's 50 Coolest Websites of 2005; and we're attracting advertisers online who wouldn't be seen dead in a banner.
The magazine.org Spoof Ad was created by McEye Media Inc.
For more information contact David McIntyre at 212 631 0383.
View our Spoof Advertisement
View the magazine.org Campaign
MediaPost coverage of ZOOZOOM's magazine.org Spoof Ad
Yesterday we emailed our media contacts and subscribers a spoof email advertisement aimed at magazine.org (view the ad). It got quite a response (although not from the MPA). We've had many emails asking questions like: who are you? where are you? would you like to have dinner? and what's your point?
The print magazines have said "Why do you hate us?" (which we don't, we love print, we want print to survive).
We reply "We don't hate you. In fact we often use magazines. Only the other day, we had the windows open and a fly flew in. Our publisher picked up a copy of The Face magazine, it was the last edition, thin and malleable, and with an impressive flick of the wrist ..ker-pow... fly down. Ironic how the last thing the fly saw was the last copy of The Face. Anyway that's something you can't do online.'
Seriously, we believe that, like any magazine in any medium, we survive because of our content. Our point is that a magazine is a magazine, whether it is in print or online. Read more about our position in our expanded comment aimed at the magazine.org campaign.
But first here's a piece written in the Media Post.
Magazine Industry Spoof Ads Get Spoofed
by Amy Corr, Wednesday, Jul 13, 2005
WHEN THE MAGAZINE INDUSTRY BROKE its three-year, $40 million consumer advertising campaign early this year, the centerpiece was a series of mock-ups of futuristic covers of actual magazines. One of the ads in the campaign created by Fallon for the Magazine Publishers of America (MPA) featured a Sports Illustrated cover showing the Chicago Cubs winning the Word Series... in 2105. In a twist a rogue online publisher has begun using its own version of the parody ad campaign to parody the print industry's effort.
ZOOZOOM, an online fashion magazine, which bills itself as "the original online glossy," Tuesday began circulating its own version spoofing one of the ads in the MPA campaign.
The original MPA ad showed a man sitting on a park bench reading a magazine while said park bench scrolled stock prices. The background contains a future-esque city and a passing robot. The copy reads: "In the future doctors' offices will be virtual. Families will go on cybervacations. And people will still set aside a moment in each day for something real." ZOOZOOM's ad features a man, present day, sitting in a park with his laptop. The copy states: "Right now, doctors' offices are unfortunately not virtual. Families have to go away together. People are reading magazines online, even in the park."
ZOOZOOM's parody, which was distributed to trade publications and associations including the MPA includes links to the genuine MPA campaign, as well as to ZOOZOOM's blog. 'We're a magazine that's online. We believe that, like any magazine in any medium, we survive because of our content. Our point is that a magazine is a magazine, whether it is in print or online,' explained David McIntyre, publisher of ZOOZOOM.
The gist of the MPA campaign is that no matter how technologically advanced we become in the future, magazines will still exist.
McIntyre said the ad is 'all in good fun. We're not saying that print is dead, rather that everything co-exists.'
The campaign was created in-house by McEye Media Inc., the owner and publisher of zoozoom.com.
View our Spoof Advertisement
View the magazine.org Campaign