A detailed case study, "The Case for Print PSAs," can be accessed at:"l

"Bad Ads-Good Causes"

Synopsis: "Creating public interest print ads that work is an art, and a particularly challenging one at that," says Goodman, a communications consultant and trainer who helps nonprofits communicate more effectively. In his book Andy provides seven "Print Ad Principles" that have been extensively tested. They can help any organization placing print PSAs to compete more effectively in an increasingly cluttered marketplace of ideas. It is based on a 10-year study of public interest advertising, and incorporates interviews with leading practitioners in the field.

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"Computerized Tracking of Print Exposure"

Source: Public Service Report Newsletter

Synopsis: Personal computers can be used to develop user-friendly print PSA evaluation reports, based on either public service advertising or editorial stories, which then can be sorted to show effectiveness and provide feedback on what sizes media will likely use, popular themes, and other quantitative and qualitative information.

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"Hard Being Good - Worthy Causes but Unworthy Ads"

Author: Martin Schrader, Advertising Age

Synopsis: The publisher of Harper's Bazaar magazine takes non-profits and agencies which produce print PSAs to task for creating "ugly" ads. He recommends a simple way for PSA producers to increase their attainment in magazines - study the paid ads and make their PSAs as good or better than the ads that run in mainstream magazines.

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