The Stamford Advocate, one of Connecticut's largest daily newspapers, today launches an integrated marketing campaign promoting its four new sections.
Print ads created by Re:think Group Brand Communications, Stamford, Conn., will run in the Advocate and other local publications. This is the first campaign the agency has created for the client, which previously assigned work on a project basis. Outdoor and broadcast are also part of the media mix.
Ads introduce the tagline, "Don't miss a day. Don't miss a thing."
The Advocate wants to boost its image as the newspaper business continues to decline. The paper's average daily circulation was about 27,000 for the six months ending March 31, 2002, down some 4 percent from the same period a year earlier, per the Audit Bureau of Circulations. Campaign spending is expected to be in the six-figure range.
Print advertising promotes the paper's new sections. One, touting Thursday's "Weekend," shows a young man sleeping under his office desk. "All work and no play still makes Jack an un-derappreciated cog in the corporate wheel" is the headline.
In an ad for Monday's "Family" section, a bored-looking teenage girl stares blankly at the camera. Copy states, "Whatever to do when her answer to everything is 'Whatever.' "
An ad for "Leisure" on Fridays shows a well-dressed woman climbing out of a limousine. "Complete shallowness covered with depth and insight" is the accompanying text.
The mission is twofold, said agency president Keith Goldberg. First, the campaign aims to convert readers who buy the paper on various days at newsstands into weekly subscribers. "We want to communicate the benefit of reading it every day," he said.
By including articles on leisure activities, the paper also hopes to increase readership in the 18-34 age group, which lags behind older readers in subscriptions, Goldberg said. "We're trying to reach out to that audience, which is a key group to attracting advertisers," he said.
Outdoor ads are appearing as billboards and transit posters in the Stamford area. Fifteen-second radio spots are set to launch next week. The shop will also create cable TV messages that will begin playing later in the fall.