Magazine Publishers of Australia (MPA) said its print and online campaign would have the themes of 'lust', 'want' and 'desire' to reflect how magazines influence readers.

The campaign will show that magazines are innovative products that move people’s opinions and ideas about brands and create emotions that motivate action, it said.

MPA chairman Matthew Stanton, chief executive of Bauer Media, said the association's members were "committed to promoting the innovation and investment that drives the magazine business".

[Related: ACP launches mags campaign]

"In Australia, there are 129 audited titles that generate over $894 million in magazine sales in print alone," he said.

"These titles engage with readers and provide unique targeted environments for advertisers to promote their products."

NewsLifeMedia chief executive Nicole Sheffield said magazines had "the most engaged content and brands of any media" and were "better positioned than any other channel" to thrive in today's multi-platform world.

Pacific Magazines chief executive Nick Chan said magazines were "powerful consumer communication channels with deep relevance and reach". He added that the campaign, which started on 15 February, should help boost magazine sales.

The MPA has also unveiled a new website, which has been designed as a "one-stop hub for magazine information for media planners, strategists and advertisers".

"The site will feature insights and research on magazines including a large bank of downloadable ‘nickable charts’ and advertiser case studies," said the MPA.

[Related: More news about magazines]

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