Martin Creates National Push for NAA

ATLANTA The Newspaper Association of America said it plans to launch a national campaign next month to encourage advertisers to continue buying ads in newspapers.

The campaign was developed by The Martin Agency, an Interpublic Group shop in Richmond, Va., and includes print and Internet ads. The print ads will run in newspapers and industry trade journals nationwide beginning March 20. Five animated Web banners comprise the Internet campaign.

It’s the first national effort from the NAA since 2003, an effort also led by Martin, and the first campaign targeting newspaper advertisers.

The work uses humorous, turn-of-the-century illustrations and whimsical design to emphasis the importance of newspaper advertising. One of the five concepts the shop created asks, “What made freedom of the press so important to the founders? Maybe it was the coupons.”

Another ad states, “Every day we try to print something that people on the right and left can actually agree on. We call it advertising.” All the ads end with the tagline, “Newspaper advertising. A destination. Not a distraction.

Newspapers that belong to the NAA can customize and download the ads from a new Web site. The NAA expects the media placements in papers during the next year to be the equivalent of $50 million.