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Time - Man of the Year
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Time_Man_of_the_Year_Compact_Publishing_3YX-Disc-1_Compact_Publishing_1993.iso
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Wrap
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1993-04-08
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3KB
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62 lines
FROM THE PUBLISHER, Page 4
When it comes to demonstrating quality, TIME, like any product,
must speak for itself -- and does, week after week, in the
vivid and dramatic terms that exemplify our style of journalism.
Still, we believe it never hurts to go outside our own pages,
and even outside the print medium, to remind people of the
importance, relevance and leadership of TIME in its field. In
that spirit, we launched a major television advertising campaign
last week that is unlike any promotion we have undertaken
before.
The first phase of the campaign consists of five 30-second
commercials that will air prominently over the next four months
on such national shows as the Summer Olympics coverage, 60
Minutes and Larry King Live. The spots, created by the Fallon
McElligott agency of Minneapolis, are far from our usual "call
to action" ads with an 800 number that viewers can call for a
subscription. Instead, they focus on recent stories that have
particularly broad significance and impact on people's lives.
The tag line: "If it's important to you, you'll find it in
TIME."
Shooting the spots sometimes involved tricky logistics, as
TIME promotion director Timothy Nix discovered when he
supervised one illustrating our cover story on the beleaguered
Colorado River and its effect on the nation's water system. The
ad required a lone trout to swim in a tank as the water level
rose and fell. Tim reports that 200 fishy hopefuls were brought
in from a trout farm, under the care of a trained trout
wrangler. Dozens had to be auditioned before the admakers found
a star fish capable of navigating the ups and downs of the role.
"I kept saying `That's my trout! That's my trout!' because he
was behaving so beautifully," laughs Tim.
Other commercials encountered fewer problems but employ
equally memorable imagery to underscore the theme. One
dramatizes our Nov. 11, 1991, cover story on privacy by showing
a small round hole being sawed from the other side of a blank
wall, and then an eye appearing in the hole. Another, keyed to
our coverage of the Los Angeles riots, shows a touching sequence
of photo portraits, each of which ignites and burns as the
narrator quotes Rodney King: "Can we all get along?"
"This is a campaign that reminds readers that beyond
giving them the news of the week, TIME gives them more," says
Linda McCutcheon Conneally, our marketing director. "More
depth, more analysis, more information that can really help them
live their lives better."
Elizabeth P. Valk