The Pohly Company
The ANA reveals facelift for The Advertiser member feedback drives new look and feel of association publication

NEW YORK, NY – October 3, 2006 — The Association of National Advertisers (ANA) and its publisher, The Pohly Company, will debut its newly revamped member magazine, The Advertiser, on October 5, 2006, at its Annual Masters of Marketing Conference in Orlando, FL. The September/October issue will be the first to reflect the magazine’s new design and content.

The Advertiser, a bi-monthly publication, is distributed to 25,000 ANA members who are advertisers, marketers and communications executives at 370 companies. The members represent 8,500 brands that collectively spend more than $100 billion annually on marketing communications and advertising.

“Based on feedback from our members, we have crafted a completely new magazine, with an invigorated design and content that will provide our members with in-depth insights into the top industry issues that face them today,” said Bob Liodice, President and CEO of the ANA. “The updated editorial structure will help to position The Advertiser as the preeminent thought-leader publication for the industry.”

“The Advertiser’s redesign not only benefits its readers, but it also provides exciting opportunities for advertisers who want to showcase their products to top marketing executives,” said Diana Pohly, president of The Pohly Company.

The magazine’s revamp was focused on three key areas: editorial, design and media sales.

Editorial
The Advertiser’s new editorial structure is built around the ANA’s four pillars: brand building, marketing accountability, integrated marketing, and the marketing organization.

In-depth feature articles will continue to define the magazine, but will be written by professional journalists and authors as well as ANA members, and will include more input from outside experts, to provide a more balanced and objective point-of-view.

New departments and sections have been added that address the following issues: connecting with multicultural audiences, unconventional media strategies, and marketing technologies. The Advertiser will provide tips to ensure profitability, and an end-page column contributed by ANA members. The magazine will continue to provide information on legal and regulatory developments, and association news.

It will better leverage the ANA’s online resources, directing readers frequently to the substantial library of research findings, white papers, books, and forums on the ANA Website.

Design
A stronger and more dynamic design will enhance the new editorial structure. The look and feel will support the ANA’s brand identity with a smart, fresh first impression.

Media Sales
Providers of media, technology, and other services can easily reach CMOs and other ANA members in the newly redesigned magazine. Advertising will also be packaged with key ANA conferences and events during the year.

About the ANA
The Association of National Advertisers leads the marketing community by providing its members insights, collaboration and advocacy. ANA’s membership includes 370 companies with 8500 brands that collectively spend over $100 billion in marketing communications and advertising. The ANA strives to communicate marketing best practices, lead industry initiatives, influence industry practices, manage industry affairs and advance, promote and protect all advertisers and marketers. For more information, visit www.ana.net.

About The Pohly Company
The Pohly Company is a diversified marketing and publishing company specializing in customer communications — creating and advancing marketing and publishing programs that drive emotional relationships with a company’s customers and best prospects. The company works with world-class brands and major associations that include Continental Airlines, Coca-Cola FoodService, UAW-DaimlerChrysler, Boston Whaler, Western Union, and the Boston Society of Architects. The Pohly Company is also the publisher of Fuel, a bimonthly newsletter for marketing and communications professionals that focuses on unconventional ways to reach and influence key customer groups.

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