ON THE RECORD

Gianettino & Meredith’s new ads for the newspaper The Record may add credence to the adage, “Knowledge is power.”

The Short Hills, N.J., shop’s print, outdoor, transit and direct mail campaign for The Record, which is circulated in Bergen County, N.J., breaks today and targets the newspaper’s current and prospective readers.

One execution shows a woman smartly shopping in a supermarket’s fruit and vegetables section. Above her is the copy, “This morning Maria read that the FDA is touting the benefits of soy in treating osteoporosis.” Under her, by the newspaper’s logo, are the words, “Selective shopping.”

Another ad reveals a smiling young woman under the words, “Age of maturity revealed.” Next to her is the copy, “Be prepared.” The tagline: “Informative. Insightful. Invaluable.”

Tom Kuhn, account supervisor on The Record at the shop, said the objective was to tie the ads directly to the newspaper’s editorial. “What we’re selling is the editorial content,” he explained.

Plans are for the work to run through fourth quarter 2001, said Kuhn.