Hive Highlights 25 Online News Sites

SAN FRANCISCO Independent Hive Advertising has released its first work for Knight Ridder Digital, the agency said.

The campaign, which launched last week, is comprised of a series of newspaper and out-of-home ads for each of the client’s 25 online news properties.

One execution, for, shows a headline about mad cow disease breakouts beside an ad for a vegetarian cafe. Copy reads: “Whether you’re looking for breaking news, or a restaurant that won’t break your budget, everything a Philly native needs can be found at”

Knight Ridder Digital, based in San Jose, Calif., develops and manages Internet sites for Knight Ridder, the nation’s second-largest newspaper chain, after Gannett.

Knight Ridder Digital spent $350,000 on advertising in 2004, per Nielsen Monitor-Plus. The current ad spend was not disclosed.

Hive in San Francisco won the account in February, agency executives said.