New campaign for Magazine Publishers of Australia uses a surprising tactic. The Magazine Publishers of Australia asked us to develop a trade campaign to re-establish magazines as a powerful advertising medium. In the eyes of media buyers and planners magazines as a medium had lost some of its mojo. As a result they were struggling to get their share of media plans. Disciple's challenge was to create a trade campaign to reach these people. Media people are notoriously hard to get to. Time poor, constantly stressed and cynical. Make that very cynical, especially about magazines relevance and effectiveness. We needed a way to communicate the benefits and hard data about why magazines are great medium for advertisers. Our solution was to use the element of surprise and present the case for magazines from one of their most trusted sources - family and friends. The campaign appeared in trade magazines and digital.