Newspaper Ads: Not Made Like They Used To | Jul06 |
Is it just me, or do newspapers consistently fail to tell us why they’re important? All the advertising I see these days (that isn’t just a quick plug about a free DVD in tomorrow’s paper) seems to emphasise the choice and diversity available to the reader. Surely it’s time for struggling papers to emphasise the core value they offer instead?
The Sunday Times is “for all you are” and has some (admittedly great) ads like this one featuring a paperboy emphasising the diversity of their content. But with this form of publishing in direct competition with the infinitely diverse web browser, surely there’s more sense in talking about their extensive resources and (supposed) impartiality?
I recently came across this wonderful old advert for the Guardian which tells me it’s an independent newspaper with the resources to get to the truth that might not be easy to find. And it’s so much more effective than anything I’ve seen recently.
Does anyone know of any recent campaigns that remind the public of these kind of values?
Posted by Dave Molloy in •Business •Journalism