Led by Jann Wenner of Wenner Media and four other publishing companies, the campaign will include 1,400 ad pages worth $90m donated by the publishers. Wenner says the campaign is aimed at the magazine business itself.
The first ad is a two-page spread featuring swimmer Michael Phelps. It reads as: "We Surf the Internet, We Swim in Magazines. The Internet is exhilarating, Magazines are enveloping. The Internet grabs you. Magazines embrace you. The Internet is fleeting. Magazines are immersive. And both media are growing."
The ad says that magazine readership has grown 11 per cent during the 12-year lifespan of Google. Just as television did not displace movies, the internet will not replace the magazine either.
The ad will appear in ESPN The Magazine, Time and magazines of Hearst, Conde Nast, Wenner Media and Meredith.