‘Deseret News’ Kicks Off $1 Mil. Promotion

By: Lucia Moses

While the economy has many papers tightening their promotional budgets, for others, it’s full speed ahead.

The Deseret News in Salt Lake City, Utah, plans to spend $1 million-plus this spring to support its move to morning publication, which starts today. Publisher Jim Wall said the timing isn’t great, but going morning was “a matter of survival.” He anticipates the change will pay off by growing circ by 10% to 15% over the next two years.

The New York Sun begins an $800,000 campaign today to overlap with the Manhattan-centric broadsheet’s 1-year anniversary.

And The Boston Globe March 23 kicked off a $620,000 TV ad campaign positioning the paper as the market’s news leader with unmatched depth of coverage.

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