US campaign to bolster newspapers as ad platform
Posted by
Jeffrey Blyth
on 21 March 2006 at 13:08
Tags: Newspapers, United States
The Newspaper Association of America is spending around $50 million on a campaign to prove, despite the doomsayers, that there is still a lot of life left in newspapers — especially as an advertising medium.
The display ads, set to run in 700 newspapers and many trade magazines and websites – promote the slogan “Newspaper advertising, a destination, not a distraction�. The hope is that the campaign will off-set the idea that newspapers are certain in time to be put out of business.
One finding that the campaign will exploit is that more than 50 per cent of Americans say that they still read the ads in newspapers. In fact, they go to newspapers five times more often than any other media.
But not everyone is impressed by the campaign. The television blog Lost Remote, for example, wonders why the NAA opted to use a “retro-newspaper” feel in the campaign. The blog argues that teminding ad buyers that print is an “old” medium hardly seems like the wisest way to make the case the organisation is trying to promote.
Tags: Newspapers, United States
