'Philadelphia Tribune' Launching Most Extensive Ad Campaign In Its History

By: E&P Staff The nation's oldest black-owned and -oriented newspaper, the Philadelphia Tribune, launched the most extensive ad campaign in its 122-year history Wednesday.

Ads in the print, broadcast and out-of-home campaign conclude with the tagline: "The Philadelphia Tribune ... only when you want the truth about issues in the African-American Community."

In an announcement, the Tribune said the campaign will emphasize its "122-year legacy of black journalistic leadership, its extensive African-American readership, its unique black-focused political perspective, its positive coverage of black business issues, and its unique Web site content."

Publisher Robert W. Bogle said 2005 U.S. Census -- which found that African Americans make up 45% of Philadelphia's population, followed by non-Hispanic whites at 40% and Hispanics at 10% -- makes it clear that in all its years of operation "this may be the very best year to have an African-American-focused news operation."

"Clearly, African Americans constitute the single largest population segment in our city and no other local news source in the entire region carries more information about that community than the Tribune," he said. "The reason for the new ad campaign is to remind the people in the Philadelphia area that this happens to be the case, and that we are prepared to be the primary news source for the city's new majority."

The paper publishes an edition every day but Mondays and Saturdays. On the first Sunday of every month, it publishes Tribune Magazine.