My Madison Avenue Moment: Writing an Ad for The Atlantic
While I’ve occasionally crafted advertising copy for ads appearing in local publications and trade magazines, last year I landed a wonderful opportunity to write a two-page advertorial that appeared in the July/August issue of The Atlantic.
From May to July 2012, I worked with The Atlantic on an integrated marketing campaign that involved attending the magazine’s Technologies in Education Forum, which I live-tweeted, and then writing 18 posts for a sponsored blog (entitled Workforce of Tomorrow) over the next two months. The sponsor of the blog hub was The Apollo Group (parent company to the University of Phoenix), and the marketing package included a two-page advertorial in the print magazine.
I probably don’t have the temperament to work at an ad agency, but I did my best to channel my inner Peggy Olson and deliver top-notch copy. The biggest challenge was that due to design and print production deadlines, the advertorial had to be written long before I had begun working on the blog (or even attended the Tech in Ed event). The two-page ad was designed to promote The Apollo Group and drive traffic to the online hub.
Click on the image of the ad below to view a full-size PDF.