Advertising in Journalism to Support Sustainable Development (Case Study: Branding Historic Cairo on Magazine Covers)

Nowadays, efforts are made to revive and develop Egyptian heritage districts. The country's government pays great attention to historic Cairo, which is a globally registered heritage site, attempting to branding these places by shedding light on their architecture, artisan activities, and revived activities to preserve this cultural heritage in a way that achieves sustainability for this unique environment. These efforts need more promotion and advertising. This research sheds light on the advertising of historic Cairo in journalism, particularly magazines, as one of the distinguished advertising means, hoping to support branding and sustainable efforts through encouraging tourism and contributing to economic prosperity.

In this study, we discovered a limited appearance of such places in magazine advertising, and there is a shortage of branding and promotion of Cairo historic places in Egyptian magazines that present that type of subject on the internet (tourism magazines). Moreover, this limited appearance did not reflect the beauty of their architectural details. Thus, how can these historic places be advertised in a way that reflects their uniqueness and historical significance on magazine covers and in advertising in printed and digital forms.

This study investigates how to design suitable advertising solutions on magazine covers for branding places to support the sustainable growth of Cairo's historic places. The research introduces magazine advertising solutions to support and motivate Egyptian magazines to align with societal requirements and developments.

This study hypothesizes that there is a shortage of magazine covers to advertise the branding of our different historic places, such as the Cairo Historic Region. Moreover, existing magazine cover designs as advertising media need new design solutions. Finally, magazine cover advertising can support efforts in the sustainable development of branding places in the historic Cairo region.

In this research, visual thinking processes and advanced program techniques are used to find new design solutions that are compatible with the design restrictions on magazine covers as an advertising medium and one of the branding touch points to represent the aesthetic of the architecture of these unique historic places. The research figured out that Egyptian magazines should transfer to electronic methods to align with societal development. Furthermore, place branding contributes to processes of sustainability in terms of economic development. The branding can aid development by promoting tourism operations, visits to those locations, and the arts produced in those locations.