WAN Ad Campaign Mocks Newspaper Doomsayers

By: E&P Staff

The World Association of Newspapers (WAN) launched a third advertisement Wednesday, in its print campaign that includes an ad mocking those who are skeptical of newspapers’ future.

The latest ad, available for free download in five languages, portrays newspapers as growing businesses that reach 1.6 billion people around the world. The ad is available here.

Under the slogan, “We’ve done the search. You only have to turn the pages,” the ad reads in part:

“Global sales of paid-for newspapers are growing (up nearly 10% over the last five years), our $190 billion industry is expected to grow its advertising by 17% over the next five years, or at a faster rate than the preceding five years. Print is the world’s largest advertising medium (with a 42%), and advertising revenues in newspapers alone exceed the combined total of radio, outdoor, cinema, magazines and, yes, the Internet. “

The ad joins a campaign that includes a quotation from a 2006 cover story in The Economist — “Newspapers are now an endangered species” — with other quotes it says are some of the “silliest things” people have ever said. One quote attributed to the actress Brooke Shields, for instance: “Smoking kills. If you’re killed, you’ve lost an important part of your life.”

The ad campaign is designed to counter “myths and disinformation” about the health of newspapers, WAN said.

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