Meridian Targets Younger Readers for Newspaper

Meridian Communications introduced its first advertising for Knight-Ridder’s Lexington Herald-Leader this month.

To counter lagging sales in the under-40 demographic, Meridian’s multilevel marketing approach seeks to build awareness of the newspaper among 18-24-year-olds, increase sporadic buys in the 25-30 age group and turn 30-somethings into daily subscribers, according to Mary Epple-Ekhoff, client vice president of marketing. Although both the television and radio executions incorporate “Every day’s different” as a tagline, each medium follows a separate theme.

The campaign was conceived by creative director Dan Renaud and copywriter Christopher Tomlin.