Maclean's Several attempts to re-energize this once-iconic magazine over the past 20 years were met with muted enthusiasm or indifference - so much so that the magazine had decided on a complete revamp in 2002. Until then, however, something needed to be done to keep marketing and media decision-makers interested in a magazine that was old news. The campaign delivered facts directly relevant to this group, including the readership stats media buyers love. The key visual - a battered copy of the magazine - was used to demonstrate the magazine's high pass-along rate. Ad sales remained strong for the balance of 2002, even after a temporary setback following Sept. 11.
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