The Newspaper Association of America has launched a $50 million ad campaign - which broke today, with retro-looking ads running in 700 daily newspapers and in trade magazines, as well as online versions (which are somewhat intrusive and distracting) - with the tagline, "Newspaper advertising, a destination, not a distraction," reports the New York Daily News. Confronted with declining circulation and market share, the NAA's effort intends promote newspapers to advertisers.
"This ad campaign makes the case for reappraisal of newspaper media in the print and online world," said NAA president John Sturm in a statement. The campaign is based on research by the NAA, which found that 52 percent of consumers say newspapers are where they go to check out ads - five times more than any other medium.
One ad asks, "What made freedom of the press so important to the founders?" The answer: "Maybe it was the coupons." Another asks, "What kind of person is just as interested in jewelry ads as political news?" The answer: "Somebody with an anniversary next week."
