Magazines Canada advertising the power of magazine advertising

Magazines Canada is launching an advertising campaign promoting magazines as an advertising medium. Four versions of the full page ads have been produced, in French and English. The theme is "Make the Connection with Magazines" and is intended to promote the selling power of magazines; it emphasizes the engagement with readers by showing people reading a magazine in typical settings (on a patio, in the office or, as in this example, at breakfast). The gimmick is that the ad they're looking at advertises something that they're sitting in front of (a cereal box, a barbecue, a car and so on)

A bulletin to members says that participating titles are being asked to sign a participation agreement which, in essence, acknowledges three hours of "in kind" staff time that each magazine expends in running the campaign and specifies the dollar value of the ad(s) they run. The campaign is paid for by a grant from the Department of Canadian Heritage.