07 Jun '11, 2pm

Perception vs Reality: What the Environmental Movement could Learn from Rolling Stone : TreeHugger via @TreeHugger

O'Reilly tells the story of Rolling Stone Magazine. 25 years ago they were having trouble selling advertising; the buyers thought that the market for the magazine was aging stoned hippies, not worth chasing. But Minneapolis agency Fallon McElligott developed a campaign that ran for seven years, consistently showing that in fact Rolling Stone readers were professionals who owned houses and cars and were more into health food than hash brownies. It was one of the most successful advertising campaigns in history. Each ad focused on a different audience, a different kind of advertiser. Over the course of the campaign, advertising pages increased 58%.

Full article: http://www.treehugger.com/files/2011/06/perception-vs-rea...

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Perception vs Reality: What the Environmental M...

treehugger.com 07 Jun '11, 2pm

O'Reilly tells the story of Rolling Stone Magazine. 25 years ago they were having trouble selling advertising; the buyers ...