Philly Papers Roll Out Media Lab

Posted Monday, November 6, 2006 12:00 am

By: E&P Staff Brian Tierney, one of the new owners of The Philadelphia Inquirer and Daily News, announced today the launch of a new program called Media Lab.

The idea: help and encourage advertisers to use newspapers.

Staff at the two papers will work directly with advertisers and agencies to brainstorm new ideas. The Media Lab will have a direct phone number so advertisers can call and kick around possibilities.

?Media Lab is designed so that the Inquirer and Daily News can work with agencies and advertisers to overcome the traditional creative obstacles that exist in newspaper advertising by offering a more hands-on flexible approach,? Tierney said in a statement.

To boost awareness, the papers introduced a contest around creative use. Ad agencies and the creative team at the papers will collaborate to conceive a creative ad campaign -- worth $10,000 and free insertions in the two papers. A panel of experts will judge the entries.

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Philly Papers Roll Out Media Lab

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