Advertising Age - January 9, 2012

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1. PROVIDE
CLEARER AGENCY
BRIEFS
6. DON’T
JANUARY 9, 2012

Ladies’ Home
Journal lets

2. IDENTIFY
DECISION-
MAKERS
UPFRONT
readers write
7. TAKE THE
BLAME FOR BAD
DIRECTION
the magazine
8. COMMUNICATE,
COMMUNICATE,
COMMUNICATE!
Venerable publication’s
bid to attract younger
audience may cause ripple
effect among mass titles
3. TREAT MY
AGENCY AS
A BUSINESS
PARTNER

■ BY NAT IVES nives@adage.com

4. SPEND
TIME WITH MY
AGENCY – IN
PERSON!
9. THINK
OUTSIDE THE
MARKETING
SILO

CROWDSOURCING HAS been common in advertising for some time, but in a highly unusual move, it’s now vaulting the wall at the venerable Ladies’ Home Journal, which is planning to turn over many of the pages in its 128-year-old publication to work written by readers.

Starting with the March issue, LHJ editors will cull much of the magazine’s material from posts on DivineCaroline.com, a sibling at Meredith Corp. that lets consumers upload their own stories, as well as from the magazine’s website, its Facebook page and other digital channels.

The magazine will still use fact-checkers and include experts in fields

See LADIES’ HOME JOURNAL on Page 22
10. HIRE THE
BEST AND TRUST
THEM WHEN IT
COMES TO RISKS
A moving Target:
What’s behind its

5. PAY
MY AGENCY
FAIRLY
SEE
MORE ON
PGS 8-11
split with Wieden

■ BY NATALIE ZMUDA AND RUPAL PAREKH

nzmuda@adage.com, rparekh@adage.com

Hyundai—yes, Hyundai—aims to be new badge of luxury

■ BY STEPHEN WILLIAMS sawilliams@adage.com

“SOMEDAY, I dream of buying a
Hyundai.”
You’re unlikely to hear that state-
ment if you eavesdrop on an automo-
tive focus group, unless it’s composed of
people who are still driving Yugos.

Yet that’s the image that Hyundai
hopes to carve out for itself as “modern
premium.” The term is Hyundai-speak
for the philosophy that will guide a
full-throttle marketing campaign
launching in March designed to create
an emotional tie that binds buyers to
the brand.

See HYUNDAI on Page 22

CHO:

Automaker’s CMO in Seoul

THAT SOUND YOU heard Friday night was Madison Avenue licking its collective chops. In a stunning split, Target dropped longtime agency Wieden & Kennedy, leaving the retailer’s marketing strategy, and potentially millions of dollars in new business, up for grabs.

The breakup was revealed exclusively to Ad Age and came as a surprise to adland, given the popularity of Wieden’s work and a partnership that grew stronger in recent years. In 2009,

See TARGET on Page 21

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