Cincinnati Enquirer Launches Ad Campaign Featuring Reporters ‘In Their Own Words’

Posted Tuesday, December 6, 2011 12:46 pm

By: Jeff Sonderman | Poynter.org

After a while, all the pity and gloom starts to get to people working in newspapers. The Cincinnati Enquirer is trying to change that.

“You bump into people and they’re like, ‘Aww, you’re in the newspaper business. I’m sorry about that,’” says Mark Woodruff, vice president of market development for Enquirer Media. “It got to a point that we’re tired of hearing that kind of positioning coming at us.”

In response, Enquirer Media recently launched a marketing campaign of 30-second video ads on local cable TV and YouTube, as well as print ads. They don’t tout readership statistics or special sections of the paper, and they don’t use actors. It’s just journalists, talking about what they do, why they love it and why it’s important.

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Cincinnati Enquirer Launches Ad Campaign Featuring Reporters ‘In Their Own Words’

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