'LAT' Launches $10M Ad Campaign

By: E&P Staff In order to increase circulation, the Los Angeles Times plans to invest $10 million this year on a consumer marketing campaign.

The program started on March 28 with a $2.5 million media buy inviting people to ?find yourself in the Times.? The campaign is featured on radio, TV, in-paper, online, and kiosk ads, and in direct mail. The rest of the money will be spent on direct marketing targeting new readers.

?The Los Angeles Times delivers the largest audience in Southern California with an average daily readership of 2.4 million adults and 3.5 million on Sunday. We are highly focused on strengthening this market position,? said Jeff Johnson, executive vice president and general manager, in a statement. ?The new advertising campaign is part of a long-term commitment to quality readership by connecting Southern Californians to the paper's unique content, relevance, and award-winning journalism.?


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