‘USA Today’ Goes Online to Sell Papers

BOSTON Arnold introduces the tagline “We’re all in this together” in a trade campaign for USA Today, the national daily broadsheet that just turned 25 years old as the newspaper market continues to disintegrate.

Magazine, radio and online ads are designed to portray USA Today as a key resource to help media planners reach a broad segment of American consumers. To that end, all iterations drive traffic to an online community called the “Media Lounge” that features industry news, research and blogs.

Each ad focuses the less desirable parts of a media planner’s job such as unpredictable clients, petulant creatives and long hours. Each ad includes the line, “Your job is hard enough. Let us help make it easier.”

“We fashioned our ads in the form of one of their most recognizable assets: the snapshot. USA Today essentially developed this illustrated graphic format and its distinct look and tone have become iconic of the brand over the last 25 years,” said Woody Kay, CCO at Arnold’s McLean, Va., office.

The paper spent $6 million in U.S. measured media last year, but has spent almost as much so far in 2007, per TNS Media Intelligence.

USA Today has fared somewhat better than many of its competitors. It ranks as the nation’s top-selling newspaper, with daily circulation basically flat at 2,278,022 for the period ending March 31, 2007, according to the Audit Bureau of Circulations. By way of comparison, circulation at The New York Times and Washington Post dipped 2 and 3.5 percent over that span, per the ABC. Circulation at The Wall Street Journal was flat.