By: Jennifer Saba The Newspaper Association of America (NAA) launched a $50 million ad campaign on Feb. 20 to raise the overall profile of newspaper advertising. The campaign, aimed at media planners and buyers, starts in March and runs in newspapers across the country, as well as trade magazines and Web sites.
The ads, created by The Martin Agency, curiously chooses an Edwardian style that brings to mind Edward Gorey (without the macabre settings). Each carries the tag, "Newspaper advertising: a destination, not a distraction." The NAA is also providing newspaper ad sales people with tools to talk to agencies and advertisers about the advantages of the medium.
"Our campaign will make clear to media decision-makers that newspapers have the brand power, the content, and the credibility to effectively serve print and online advertisers better than any other medium," John Kimball, the NAA's senior vice president and chief marketing officer, said in a statement. "We're exploding the myth that newspapers are old-school."
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