The rivals Condé Nast, Hearst, Meredith, Time and Wenner Media plan to announce the campaign's details in March and reveal it in their magazines in April. Jack Griffin, president of Meredith's National Media Group, claimed that the campaign asserts the intrinsic value of the magazine medium. He told Mediaweek that the message is that industry leaders are joining forces to solve problems.

The campaign will be open to other members of the Magazine Publishers of America, and may also have a digital component. The campaign by the backing companies, handled by Young & Rubicam, will be in the form of magazine ads in the titles.

Some of the backing companies plan to announce the campaign at the 4A's Transformation 2010 conference, set for 28 Feb - 3 March in San Francisco. The first four companies, along with News Corp, are backing Next Issue Media, a newly formed digital publishing consortium, whose goals include setting digital publishing standards and creating a digital storefront to sell magazine editions for e-readers.