Magazines Canada has hired an advertising agency to promote magazines to agencies and advertisers. Zulu Alpha Kilo, a Toronto-based company, will handle the campaign. “The Canadian magazine industry is doing very well serving its readers and advertisers, but in this climate, we determined we needed a strong new promotional tactic to make that point,” said Gary Garland, Magazines Canada’s executive director of advertising services. Details of the campaign are not being released at this time.

“It’s an interesting challenge,” said Zak Mroueh, Zulu’s founder, told Marketing magazine. “We’re talking to advertisers and media people—a very cynical audience. You have to talk to them in a way that’s very intelligent and to-the-point, but unconventional as well. Consumers are a tough audience, but the industry is an even tougher audience.”

The campaign will begin early next year, Garland says.