NEW YORK: Cracked has tapped Maloney & Fox (M&F) to help invigorate the 47-year-old satire magazine's brand as it prepares for its upcoming relaunch.
The new version of the magazine will retain the original mission of parodying politics, pop culture, and society, but will now be full color and glossy.
"In an age of computers, it doesn't make sense to use only hand-drawn comics to satirize the complexities of our culture," said Monty Sarhan, CEO and publisher. "That approach is the equivalent of an artist who has only one color of paint on his palette."
The publication will change direction as far as its audience, as well. Originally designed as a magazine for young adults and teenagers, Sarhan said, the magazine gradually began to appeal to a younger audience. The magazine will now target the 18-to-34 demographic. "We're trying to go back to our roots," he said.
Brian Maloney, partner at M&F, said the campaign would involve editorial promotion leading up the September launch of the website. The initial goal, he said, is to get Cracked "back on magazine racks and in living rooms."
After the print launch in January, there will be more buzz-building and event-driven tactics, he added.
"The key is to rebuild the awareness of Cracked, but, more important, create a new image for the brand," he said. "It's almost like The Daily Show for humor magazines."
Sarhan said he chose M&F because of the agency's integrated approach. "Having a well-developed PR and marketing strategy is integral to a magazine's success and to reacquainting people with your brand," he said via e-mail.