I might just be cynical, but take a look at this, from a CP report, on the Canadian Newspaper Association unleashing a $10-million ad campaign.
Falling circulation at large U.S. dailies have contributed to a poor general perception of the print media, the Canadian Newspaper Association said Wednesday in a release.
Beginning on “International Right to Know Day,” this Friday, advertisements celebrating the role of newspapers as champions of the public interest will run in most of Canada’s dailies.
The CNA-led campaign will continue over three months, “with reminder ads underscoring the vitality of newspapers as a medium that transports readers into the heart of the news story with depth, context and immediacy,” the association said.
Actually, when you read the release carefully, it sounds like what the association may be doing is pumping $10 million into its member newspapers for ad space. It’s possible, of course, the $10 million is going to the creatives and the newspapers are donating the space. Either way, I’m wondering why the message that newspapers provide “depth, context and immediacy” is being delivered only to newspaper readers who, presumably, already know that.
SOURCE: THE CANADIAN JOURNALISM PROJECT | TAGS: NEWSPAPERS, CANADA, PROMOTION
good way of documantation.