SAN ANTONIO PAPER LAUNCHES AD CAMPAIGN

Posted Tuesday, June 26, 2001 12:00 am

By: Kathryn Wade There's No News Like the 'Express-News'

Swimming against the tide of cost-cutting industrywide, the San Antonio Express-News launched this month a multimedia advertising campaign to introduce its new theme, "There's no news like the Express-News."

Dean Aitken, marketing director for the Express-News, said the print, TV, radio, and outdoor ads focus on the relationship between the paper and its readers, with the campaign's major goal being reader retention.

Both San Antonio residents and Express-News staff members are featured in the ads. Creative Civilization-An Aguilar Agency is the paper's agency of record.

The Express-News' latest promotional effort comes in the wake of a similar $3-million campaign launched by its Hearst Corp. sibling, the San Francisco Chronicle.

Copyright 2001, Editor & Publisher.

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SAN ANTONIO PAPER LAUNCHES AD CAMPAIGN

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