Client Profile

Magazine Publishers of America (MPA), the trade association representing the magazine industry, engaged CooperKatz to announce its rebranding and underscore the value of magazines in today’s changing media landscape.

To help build confidence in the magazine industry – present and future – MPA changed its name and tagline and selected CooperKatz to conduct a multi-pronged communications campaign to reach a wide variety of audiences. These included members, advertisers, policymakers and other media industry influencers. The new name – MPA: The Association of Magazine Media – embraced the concept of magazines as an innovative cross-platform, interactive medium.

CooperKatz created the announcement press release for national distribution; developed copy for posting on MPA’s website; wrote a byline for MPA CEO, Nina Link, that was published in MediaPost; and assembled an electronic toolkit for members to use in reaching out to their constituencies to explain MPA’s – and the medium’s – new positioning. We also arranged an announcement exclusive with Stuart Elliott of The New York Times, which appeared immediately prior to MPA’s annual conference, where the new name was unveiled.

During the conference, MPA presented a video series titled “Magazine Media Minutes” which depicted multiple innovative, cross-platform ways that magazine titles were presenting their content to readers, including via tablets, events, sponsorships, social channels and books. CooperKatz assisted MPA in editing these videos and seeding them to advertising, media and technology bloggers.

The campaign helped MPA redefine its role as a media industry leader and boldly underscored the vitality of magazines as a dynamic, engaging medium for the future.