Building on our theme of "Bringing the world home", we wanted to show the every day relevance of The Journal to one of our target audiences, the 25-35 year olds. We combined local people with stock images to create diverse "personalities". We solicited input from employees in the target demographic about their interests and utilized the information to create a narrative for each person in the campaign. The usefulness of the newspaper is implied in all the ways The Journal complements their interest. The only direct mention of The Journal is in the concluding statement, "The Ithaca Journal brings my (our) world home."

The in-paper campaign was expanded to include wrappers for our weekend inserts and full-color rack cards.

The campaign generated positive talk in the community.

Target: The target audience for this campaign were adults 25-49 years.

Our goal for this campaign was to push readership and circulation by giving people in the target group a sense that each day's content in the paper is aligned with their interest.

Execution: The campaign ran in the paper as well as on radio and television. The initial flight (May-mid-July) used the broadest reach of radio and TV resources to compliment a heavy in paper schedule. We followed that with a more modest in paper and targeted TV run in October and November.

Results: We feel that the cumulative effect of the campaign along with other branding efforts is that we are much more visible in the market. Comments from the advertising department have been particularly encouraging as reps note that we are both marketing ourselves and visibly working to acquire new younger subscribers.

The only quantitative numbers that indicate the campaign had an impact are that for May and June, daily and Sunday circulation was down less YOY than it was the prior two years. As for the second run, the same was true on Sunday, but not daily.

Objective: Purpose of the ad was to attract the attention of readers with an eye-catching yet lighthearted approach offsetting the serious nature of this medical practice.

Results: This and other similar ads were scheduled by this physician to run again and again because they were so pleased with the response.

Process color ad—Grand Opening Event for a new wine store called Bombace. Designed everything from the logo (which is now used as the store identity) to talking photographs inside the store to use in the ad. This ad helped generate new customers and helped establish the store in the community.

Objective: To sell photo reprints as a source of revenue — and as a way to cement the unique bond between readers and these newspapers as the official record of triumph and tragedy in Central New York.

Results: Ad only runs a plugger to reduce expenses, but orders usually double when it runs.