Internet magazine Salon.com plans to launch a national
print and radio advertising campaign based on the slogan “Makes You Think,”
beginning the last week in April.
The ads will feature excerpts from Salon’s articles. The campaign was created
by San Francisco ad agency Odiorne Wilde Narraway + Partners (OWN+P). Radio
spots will launch shortly thereafter on a spot market basis, beginning with
New York and San Francisco. Spending was not disclosed.
The campaign will showcase some of Salon’s more provocative articles. Said
Wayne Buder, president of OWN+P: “Salon has given us the opportunity to
address some weighty topics within a national advertising campaign. Our
objective is to capture Salon’s essence as a catalyst for discourse and to
push consumers to reexamine their own preconceived notions, to literally
‘Make You Think.'”
Salon and OWN+P plan to create eight to 10 separate print executions in
support of the campaign, to run in such magazines as the New Yorker, the New
York Times Sunday Magazine, Brill’s Content, the Atlantic Monthly,
Entertainment Weekly, Rolling Stone, Wired and Fast Company.
Salon.com, founded in November 1995 by David Talbot, is a daily network of
original content sites covering news, technology, entertainment, books,
parenting, sex, travel and health.