Newspapers To Advertisers: We Exist

Yep, and we’ll spend $50 million to prove it to you. More than the $40 million those sucka’ magazine people can come up with.
So says (well, not literally…my interpretation) the Newspaper Association of America, which is kicking off a $50 million advertising campaign on Monday designed to show advertisers the value of newspapers. The campaign addresses how readers are engaged with not just the core product but with websites, niche publications, and even podcasts. Ads will be placed in print and online in newspapers and in trade magazines (in Advertising Age, Adweek, mediapost.com and mediaweek.com) beginning in March.
NYTimes: The campaign asserts that the advertising in newspapers, unlike that in some other media, is “a destination, not a distraction.”
From the NAA release: “We’re exploding the myth that newspapers are old school or static, and we are doing that with a combination of cold, hard facts from independent studies and edgy creative executions that speak to today’s media buyers.” Wow…exploding with edgy-ness, I would say.
I’ll get on my bandwagon here: If only the NAA took 10 percent (or even 5 percent) of that money and invested in some independent online news/newspaper efforts, they might be surprised by the medium to long term returns.
More on the campaign here on the NAA website here…
Related:
MPA Launches $40 Mil. Campaign
Magazine’s Future

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