This collaboration will enable the Ad Council to take its influence and innovation to a new level, creating a suite of digital, interactive PSAs and other products. The offering will allow Hearst Magazines to extend their reach to digital readers with the unprecedented freedom to place PSAs without concerns of exceeding advertising allocations.
"The Ad Council has a long history of inspiring the American public and effecting positive change," said Peggy Conlon, president & CEO, Ad Council.
"Partnering with Zinio helps raise awareness of our campaigns and all of the work that we do by featuring our messages in an innovative way in the digital world."
Under the terms of the exclusive partnership, Zinio will create interactive digital editions of the Ad Council's PSAs that will interweave radio and video, using its proprietary format. As a result, the Ad Council can disseminate multi-layered public service messages that are more engaging, while enabling Zinio to utilize its technology to create digital PSA catalogues and annual reports for the council. All twelve of Hearst Magazines' digital publications, including Cosmopolitan, Seventeen and others, will be the first digital publications to deliver public service messaging to their readers in this groundbreaking manner.
"One of the greatest assets of digital publishing is its ability to reach the generation of 'screen-agers' - young people who have spent their entire lives digesting information online," said Rich Maggiotto, president & CEO, Zinio.
"By partnering with the Ad Council, Zinio helps play a critical role in communicating with America's youth in a language and medium that resonates best with them."
In addition to Zinio creating digital versions of Ad Council PSAs, they also will work together to promote awareness of digital publishing. Zinio will take steps to integrate digital PSAs into magazine titles currently available on its newsstand, and the Ad Council will include digital PSAs into publications with which it already has existing relationships.
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