If Your Roots are Forgotten Then Your Fruits Will Rotten

Lessons from the Re-Launch of Adweek

Given that our bread and butter exists in handling PR for advertising and marketing services agencies, you can imagine our anticipation of the Adweek re-launch. New reporters to pitch, column inches to fill, stories to sell! In our business, Adweek is one of two decades-old trade Bibles (the other being Advertising Age). After Brandweek and Mediaweek slowly folded into online-only outlets over the past few months and Adweek went from weekly to bi-weekly mailings, we had less room for client ink. Not necessarily the best scenario for a business that prides itself on helping agencies reach influential decision makers in a highly-fragmented and narrowly covered industry.

Truth is, Adweek has spent months reconfiguring the book, shaking up its staff, and deciphering how to keep pace with and stay relevant to the ever-evolving industry that is advertising (or is it media? or is it digital?). All the while, we’ve done what we do best – innovate by necessity. We landed profile pieces on our clients’ CEOs and told stories about culture-shifting trends around diversity and shopper marketing to publications like Time and Forbes. We encouraged our clients to commission studies – like a recent one by WPP’s Geppetto Group that found Boomers are actually seeking youth-oriented brands. And while Adweek, like an old college friend, was always in the back of our minds, we figured we’d know when the time was right to resurrect the relationship.

And so it came. April 18. The re-launch of Adweek. We passed around the new glossy like it was People magazine. Maybe that’s because it was like People magazine. With a proliferation of color photos and data info graphics, a slicker design and a deeper focus on entertainment media (see: Story on Arianna Huffington), the new Adweek isn’t your father’s trade magazine (as Editorial Director Michael Wolff eloquently put it in his letter to readers). And, while the new Adweek looks and feels different, it still fills the void that it left during its hiatus (or paint-drying re-launch as some might call it). The cover story features hot agencies that are popping up in Brooklyn, and another article discusses Detroit’s efforts to revitalize its ad business amidst a financially-disadvantaged city. And so between the pages of glitz and glamour, we are reminded of our own roots, and why it’s okay to do what you do best, while leaving room to reinvent the wheel here and there. And with that, we tip our hats to Adweek and offer a big round of applause, with a reminder that we’ll be calling soon, of course. Congrats.

Posted on April 19, 2011, in DiGennaro Communications and tagged , , , , , . Bookmark the permalink. Leave a comment.

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