It's as true in the New York Post's advertising as it is in the tabloid's in-your-face editorial content: "A good headline kicks you in the eyeballs." The Post hasn't advertised in more than a decade, and in this first wave of ads, after its digital relaunch last year, the out-of-home effort reminds readers that the Post remains as New York as ever.
"The goal of the campaign was to capture and reinforce, across print and digital, consumer and trade, our core strength: getting people to pay attention to what we do through our wit, our irreverence and our truly unique voice," explained Jesse Angelo, CEO, publisher. "[The] 'Made You Look’ [campaign] accomplishes that."
In coming months, the New York Post will extend that theme into experiential, out-of-home, digital and trade advertising from Goodby, Silverstein & Partners in New York.
Angelo explained the marketing is timed to capitalize on the Post’s recent growth in print and digital. Citing U.S. comScore data, he said the Post's digital network, which includes nypost.com, pagesix.com and decider.com, had the second-largest year-over-year growth of any competitor, registering a 102 percent rise in unique visitors. As for print, sales grew more than 2 percent from the quarter ending in June, and sales have risen almost 4 percent on weekends.
This fall, GSP prevailed in a creative review that included The Martin Agency and the New York offices of McCann Erickson, Young & Rubicam and Deutsch.
"We want to pour gasoline on the fire and get more readers to look at us, and more brands and agencies to understand that we can get their messaging noticed," Angelo said.