SKF NOTE: My idea for the “Who Reads Modern Drummer?” in-house magazine ads were based, I think, on a similar idea I saw somewhere else. Possibly it was Gretsch‘s great ad campaign with Charles Stewart drummer photos. When and if it comes to me I will post that info.

Basically, MD would ask respected drummers if they were okay with us using their photo in a full page “Who Reads Modern Drummer?” ad. Drummers who agreed were asked to submit a brief MD endorsement to use with their photo in the ad.

I conceived the MD ads with minimal clutter added to the drummer’s photo: the quotation and, across the lower part of the ad page, a subscription coupon to be clipped and snail mailed to MD. (At the time, MD was only available as a print magazine.)

MD Founder Ron Spagnardi approved the ad idea. Ed Shaughnessy’s letter here indicates the excellent response drummers had to the idea. It really was a win-win. No money was involved.

MD benefitted from the drummers’ endorsements, and the drummers secured a full-page ad in MD.

Over time Ron couldn’t resist adding clutter to the “Who Reads…?” ads. I protested at first, but it was Ron’s magazine. Bottom line: it was a successful ad campaign.