The Newspaper Associaiton of America (NAA) has launched a trade campaign with the simultaneous publication of print and online ads that communicate to advertisers the value of the engaged audience delivered by today’s newspapers in all their forms. With the tagline, “Newspaper: The Multi-Medium,” the campaign communicates to media planners and buyers that the brand power, content and credibility of newspaper media — from print and online to niche publications and wireless products — serve the needs of advertisers better than any other medium.
“The 2007 campaign is an aggressive presentation of the innovative print and digital products newspapers use to engage a diverse and growing audience highly valued by advertisers,” said NAA President and CEO John F Sturm. “The ad campaign emphasises newspaper’s ability to combine the strengths of the Internet and print while expanding its reach and influence in a time of critical transformation for the industry.”
The spring campaign, which builds on NAA’s $75 million 2006 initiative, coincides with the release of the spring 2007 Newspaper Audience Database (NAdbase) report, comprehensive research that validates newspapers growing multi-media reach. This latest report shows that during the second half of 2006, unique visitors to newspaper websites averaged 57.3 million visitors a month or one in three of all Internet users, a 15 per cent increase over the same period a year ago (49.8 million) (Nielsen//NetRatings).
In addition, newspaper websites have contributed to a 13.7 per cent increase in total newspaper audience for the coveted 25-34-year-old demographic and a 9.2 per cent increase for 18-24-year-olds (Scarborough).
“The latest NAdbase report is strong evidence that newspapers are succeeding in driving new innovations and growing their audiences in both size and value,” said NAA Senior Vice President and Chief Marketing Officer John Kimball. “We could think of no better time to launch our 2007 newspaper value campaign than the very day we provide advertisers with audience data spanning the medium’s full portfolio of print and digital products.”
During the course of the 2007 ad campaign, participating newspapers will run one of three ads with the tag line, “Newspaper. The Multi-Medium.” Two additional ads will become available in the next several months. The campaign’s primary message is the value of the engaged audience newspapers deliver to print and online advertisers. The copy of one ad reads, “The Internet is the best thing to happen to newspapers since the paperboy. …Today’s online and print editions are a multimedia partnership, combining the strengths of the Internet and the press. … See why newspaper could be the best thing to happen to your advertising in a long time.”
