Jun 10

Rolling Stone

posted by kberry

Back in 1985, Rolling Stone magazine created advertisements for itself designed to attract more media spending; it had “outgrown” its “summer-of-love origins,” according to Ad Week Magazine, and was seeking respectability which it defined in terms of money, that is, “respectable advertisers.”

The theme played off the idea that most people perceived Rolling Stone magazine as a publication that was read by druggies, hippies and rock fans, whereas the reality was that the magazine’s readership actually included very affluent, well-educated readers.

The campaign was effective in repositioning the magazine and moving it in a corporate direction.

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