Prism was challenged to create a trade marketing initiative that would help drive advertising revenue from key categories that emotionally shied away from Playboy. The result was a testimonial campaign featuring upscale advertisers that used the publication. The campaign, “Growing up I never thought I’d be in Playboy,” reflected the attitude that these advertisers once felt, too, about advertising in the magazine

Results: 10% increase in ad pages over 18 months due to increased adspending from key categories.

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