The magazine industry, which has been increasingly emphasizing its digital reach, is making a new play to backstop advertising in its print editions, forging an “industry-wide” guarantee that ad pages will achieve sales results for marketers. If those results don’t materialize, qualifying marketers will be made whole with free ad space or refunds.

The program, called the Print Magazine Sales Guarantee, was developed by the medium’s chief trade group, MPA — The Association of Magazine Media. Its members include Time Inc., Conde Nast, Meredith Corp., Hearst Magazines and many others.

The association declined to identify which publishers are part of the program, however, saying only that they reach 75% of magazine readers. A Time Inc. spokeswoman and a Conde Nast spokesman said their companies are participating. Representatives at other publishers did not immediately respond to inquiries.