Campaign reminds advertisers of the reach they can buy
Article Abstract:
The Orange County Register newspaper has implemented a merketing campaign that reminds advertisers of the audience that they could reach by placing their advertisements with the newspaper. The campaign, which features photographic distortions of people reading the newspaper, is also aimed at promoting an increase in The Register's readership, reinforcing the readers' choice of the newspaper and capitalizing on the newspaper's top position in the Orange County, CA, community.
Publication Name: IDEAS
Subject: Business
ISSN: 0896-1441
Year: 2000
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Branding campaign expands Star-Telegram's reader market
Article Abstract:
The Fort Worth Star-Telegram newspaper has implemented a branding campaign aimed at expanding its existing readership to nearby emerging markets. The campaign, which is also aimed at dispelling stereotypes that are often associated with the community it serves, portrayed the newspaper as a source of balanced local, national and international news and information. The Fort Worth Star-Telegram reported an increase of over 3,000 in its daily circulation because of the campaign.
Publication Name: IDEAS
Subject: Business
ISSN: 0896-1441
Year: 2000
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Ads promote Chronicle's reach, tie into branding campaign
Article Abstract:
The Houston Chronicle newspaper has implemented a marketing campaign that is linked with the paper overall theme of 'Touch the News that Touches You.' The campaign, which promotes the merits of the Chronicle's classified ads section, conveys the idea to readers and advertisers that the newspaper is the best available option for selling something fast. The Chronicle focuses on its significant reach as a means of differentiating itself from its rivals.
Publication Name: IDEAS
Subject: Business
ISSN: 0896-1441
Year: 2000
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