By: Jennifer Saba
The Sun in Baltimore kicked off a year-long marketing campaign on Jan. 14 with the hopes of roping in the elusive light reader and convincing them to read more.
The newspaper, online, radio, and billboard ads don’t just feature the paper, they take into account the Web site as well. Each print ad, at least, features a rolled up newspaper sitting on a laptop.
“This particular campaign addresses something we haven’t been able to put our finger on before,” said Linda Yurche, director of marketing and communications at the Sun. “We have a unique selling proposition we really haven’t embraced.”
Yurche explained that many people come to the Sun in different ways whether it’s online, print or both and the Sun wants to take advantage of that. “It really differentiates us from other sources,” Yurche said.
The ads, created by the Baltimore-based advertising firm MGH, emphasize how the paper is relevant to people in “specific ways,” explains John Patterson, creative director at MGH. “Newspapers haven’t done a great job promoting themselves. The Sun [campaign] really makes it about the reader.”
The copy takes different facts that people can learn from reading the Sun from the mundane, “What if you didn’t know that boneless chicken breast is on sale?” to the lurid, “What if you didn’t know there was a pedophile in your neighborhood?”
The ads run through the end of March though MGH is working with the Sun throughout this year. The campaign cost the Sun roughly $700,000 not including the newspaper and online ads. The last big marketing push for the Sun occurred three years ago.