So apparently AdWeek Magazine started publishing all of their print articles that pre-dated their online magazine. I dug up the first article (if you can call it an article) I ever wrote for AdWeek in September of 2000. At the time I was also a bus-boy at Joe’s Crab Shack in Redondo Beach. I always found irony that those were my two jobs at age 22.
Here’s the article:
REI Builds Web Business Around Its Offline Brand
REI.com, the online division of outdoor sporting goods retailer REI, is preparing to roll out its first print campaign from ad agency Copa cino. Billings were not disclosed.
Founded in 1938, REI has anchored its business on a co-op program—consumers can become lifetime members for a $15 fee—and is now aiming to cement that image online. With over 45,000 pages of products and information, including how-to pages and member bulletins, the Web site parallels the philosophy of REI’s bricks-and-mortar stores, said Devony Hastings, online public affairs manager for the company.
“We are still true to our philosophy” of taking the outdoor equipment business seriously, Hastings said, “and to our customers that are passionate about this lifestyle.”
Extending that brand equity to the online business, Seattle-based Copa cino will release the first of two print ads in November issues of national outdoor and sporting magazines. The inaugural ad pictures a “conquered” wedding cake, with waxed bride and groom figurines in full mountain-climbing gear standing atop it, embracing with ice axes in hand.
The text reads: “We understand. You’d rather be out there.”