Rives Introduces Redesigned ‘Chronicle’

DALLAS In an effort to boost subscription sales, Rives Carlberg has broken a new campaign to promote the recent redesign of The Houston Chronicle, the agency said.

Launched on Tuesday, the effort by the Houston-based shop targets light to moderate Chronicle readers who are buying single copies and former subscribers who may have lapsed. While the newspaper’s redesign has been gradually introduced over the last two months, key sections like the front page debuted in the July 11 issue, the agency said.

The redesign includes new sections like “Editor’s Pick” and “Star,” more color and graphics, and a revised nameplate. In addition, each color-coded section now offers a “News in 90 Seconds” page, as well as a preview of the next day’s headlines.

Rives’ TV spot opens with Chronicle readers enjoying their favorite sections of the paper. A voiceover says, “Seen the Chronicle lately? New look, new faces, new impact. And for new subscribers, a new offer. Subscribe to the new Houston Chronicle for half the regular price. Less than $2 a week. Call now.”

The 30-second spot will run on Houston network affiliates and local Time Warner Cable channels through mid-October, the shop said. The media mix also includes radio, print ads that will appear in the Chronicle‘s Sunday edition, outdoor and direct mail components.

The Chronicle has a current circulation of 750,000. Handling both creative and media duties, Rives Carlberg has represented the client for the last 38 years.

Campaign spending is undisclosed.