Newspaper publishers plan to promote their value of their media platform to consumers. The industry is looking to connect with readers through a multi-level ad campaign. Using the tagline “Smart is the new sexy”, industry operators also hope to solidify their brand identity and show marketers they can deliver a dependable audience.
The ad campaign announcement comes after comScore recently published numbers that show a 20% year-over-year increase in the number of visits to newspaper sites. While online revenues still comprise a small percentage of the industry’s business, publishers are hoping to change that. The NAA and members of the Newspaper National Network will carry out the new ad campaign in both digital and print form. The goal is to reach 70% of U.S. adults at least 7 times during the next couple of months. Consumers who encounter the ads online will be encouraged to click on the campaign web page and share their feelings about newspapers on popular social networks like Twitter and Facebook.
Donna Barrett, CEO of Community Newspaper Holdings Inc., and co-chair of the NAA committee that developed the campaign said, “We wanted to reach a growing audience with our message and using newspaper media was the logical choice.” The success of this campaign will also likely attract new advertisers looking to reach consumers both in print and online.[Source: NAA celebrates newspapers, print and digital. NAA.org. 24 Oct. 2011. Web. 8 Nov. 2011]