NAA Group to Work on Newspaper Branding

By: Lucia Moses The Newspaper Association of America's Display Federation is developing a newspaper brand statement that would be used to reinforce the medium's value to advertisers. This follows a 2002 ad campaign by the NAA that aimed to sell creative directors at ad agencies on the virtues of newspapers.

"The theory is, we're skipping a step," said Mort Goldstrom, NAA advertising vice president. "...The message we give advertisers about why they should buy newspapers is important, rather than starting out with how much an ad costs."

Once the federation decides on a brand statement, it will figure out who in the ad-buying community to target with the message, and how. It has not sought NAA funding for the project, Goldstrom said.