When Ad Age debuted in 1930, advertising was a $2 billion industry. Now, quickly approaching a century later, advertising is a $200 billion industry and Ad Age is called upon to do better and be better than ever before.
Publisher Josh Golden and Associate Publisher Heidi Waldusky have completely overhauled the business, operations, editorial and visual strategy in order to better dissect, provoke, inspire and challenge the institution of advertising and those that comprise it.
Josh Golden, Publisher, Ad Age
We need a drumbeat. We are a brand, not a magazine.
The move from Advertising Age to Ad Age was a no brainer. It was past time for the masthead to align with the vernacular. The lettering was crafted by Tobias Frere-Jones. It is based on the original 1930s masthead.
In our brand research, we found a in-book ad from the 1950's. It simply said, Important to Important People. (Hyperbolic, but true.)
Today, Ad Age is still essential reading for the most influential decision-makers and disruptors in the marketing and media landscape, so they re-adopted the quirky phrase as their official tagline.
Advertising moves fast. The news moves faster. Ad Age needed a rinse-and-repeat system that looked fresh everytime. The typographic tool kit leans into Ad Age’s newspaper heritage; three typefaces and a commitment to easy-reading columns on all platforms.
The bands of color further supported efficiency. When you need a design element, you have all of the stripes. When you need the design to get out of the way, you have fewer stripes. The seventeen-color palette brings variability. (Everyone took a blood oath to never color code.)
Ad Age brand architecture was reorganized into a three-tiered system that prioritized the content that is most important to readers: Creativity and Datacenter. Tier 2 is primarily events and awards. And Tier 3 is everything else. Tier 3 uses a type-only treatment of initiatives to reduce logo clutter.
Each Tier 2 event is supported by a custom banding system. The first to roll out was Ad Age Next with a warm palette and consistent band height.
Wendy Clark, President and CEO of North America, DDB Worldwide
When our publication is its most vibrant; our industry is also its most vibrant.