'Men's Journal' adopts lifestyle pitch

Bulik, Beth Snyder
February 2000
Advertising Age;2/28/2000, Vol. 71 Issue 9, p4
Trade Publication
This article presents information on the launching of an advertising campaign for Wenner Media's Men's Journal in February 2000. The first effort from agency GSD&M is also the magazine's first campaign in two years. Spending is estimated at less than $5 million. The advertisements breaks in stages--initially in trade publications, and later in consumer vehicles. According to Tom Gilmore, senior vice president-group creative director for GSD&M, the slogan 'Boys grow up' encapsulates what the magazine is, and it is the book for the Renaissance guy because it covers the whole spectrum of content. The agency created two sets of advertisements for Men's Journal. One set is photo-driven, featuring a combination of old black and white pictures and recent color shots from the magazine.


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