Meridian Targets Younger Readers for Newspaper

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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.

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