Newspaper And Magazine Associations Launch Ad Campaigns »

The Newspaper Association of America has hired the Martin Agency of Richmond, Va. - whose clients include United Parcel Service, Geico and Miller beer - to help change the perception of newspapers from stodgy to contemporary.

The Magazine Publishers of America hired HotSpring, a brand development company in New York, for ideas on how the industry could reposition itself and the ad agency Fallon New York to reach the advertising industry. This is the first time that magazines have joined together in a large-scale marketing effort.

It is no secret: Print feels threatened as never before. Newspapers and magazines may have complained when radio and television came along. But they seem to be in full panic mode now as readers and advertisers flock to the Internet.