A new marketing campaign from Pioneer Newspapers, Inc. is on a mission to send one very important message: Newspapers are alive and well. But you won’t find the message just in print. It’s being broadcast in television commercials, radio advertisements, and on billboards.
“We’re trying to reach people who don’t read the paper,” said president and chief executive officer Mike Gugliotto.
The Seattle-based family media business owns newspapers primarily in the Northwest…Their goal? To take a more proactive stand to dispel myths that the newspaper industry is dying.
Nine Pioneer newspapers are participating in the campaign, which will continue for one year and incorporate several themes.
The current theme focuses on the changing landscape of news delivery. One of the commercials shows a newsboy riding his bike through a neighborhood delivering the news, but it’s a laptop landing in homes. Another shows the family dog fetching the newspaper, only to come back with an iPad in his mouth.
And of course, multimedia is a big part of the campaign.
In addition, Pioneer has invested in new formats to deliver the news. The Chronicle equips reporters with “MoJo” kits that allow them to carry a laptop, digital camera, video, and audio recorders so they can bring readers breaking news and live blogs. The Tribune launched HTML5 websites for readers who prefer a tablet-based experience. Advertising representatives are also given tablets to take to meetings with clients to showcase online and mobile offerings.
FJP: A nice rebuttal to the all the talk on dying newspapers.
Image: Cupcakes announce the slogan, “Your Local Paper in More Ways Than Ever.”