Magazine article Folio: the Magazine for Magazine Management

Alcohol Awareness Ads Boost Magazines; Ad Surge Not Related to Koop Report, Say Advertisers

Magazine article Folio: the Magazine for Magazine Management

Alcohol Awareness Ads Boost Magazines; Ad Surge Not Related to Koop Report, Say Advertisers

Article excerpt

Alcohol awareness ads boost magazines

St. Louis--Just as the cry for an alcohol ad ban reaches a fever pitch, magazines have been getting an advertising boost from beverage companies--in the arena of alcohol awareness ads.

Only weeks after Surgeon General C. Everett Koop's call to Congress for an ad crackdown, the alcohol beverage industry has unveiled new alcohol awareness advertising that will pump millions in fresh revenue into magazines. Those involved in the effort, however, say the new batch of ads was not prompted by Koop's efforts.

Anheuser-Busch Co. recently "more than quadrupled" its budget for the "Know When to Say When" campaign, according to company spokesman Bill Stolberg. The $24 million boost in annual spending--equal to the amount the St. Louis-based brewing giant spends promoting some of its national beer brands--will be used in print and broadcast media, he says.

The campaign surfaces in an atmosphere of restriction created by the retiring Koop. On May 31, the Surgeon General issued a hard-hitting report to Congress calling for increased public service announcements from alcohol advertisers and a tighter rein on alcoholic beverage advertising.

But Stolberg discounts the impact of the report on the latest move by Anheuser-Busch. "This campaign has been going on for years and will continue to be supported," he says. "This issue didn't start in May, and it is much bigger than one report on the subject. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.