‘Richmond Times-Dispatch’ Media Campaign Touts Paper as ‘Solid and Strong’

By: Joe Strupp

The Richmond (Va.) Times-Dispatch has launched a media campaign that counters the idea that newspapers are dying. The campaign’s theme, “Solid & Strong,” contends the paper provides “reliable, accurate news and information readers can trust and a platform advertisers can depend to deliver their message to a wide audience,” an announcement states.

Two television spots are part of the campaign, which use two Times-Dispatch employees to deliver the message on camera, Information Technology Manager Mike Snead and Classified Sales Manager Karen Underwood.

To keep costs low, the first spot was filmed in the kitchen of another employee, while a local restaurant served as the location for the second spot. Ads in The Times-Dispatch and on TimesDispatch.com also support the campaign.

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