Benin Brown

7:24 AM | Posted by Benin | Edit Post Atlanta Paper’s New Pitch To Readers: Take A Break From Digital And Try Print


| paidContent.org: "The Atlanta Journal Constitution figures that at this point in the digital revolution, readers might be starting to get nostalgic for the good old print days. The paper, which recently cut 30 percent of its staff, has unveiled a year-long, $1 million ad campaign to position the physical Sunday paper as a refuge from the frenzied “digital cacophony” that’s associated with readers’ work weeks. The campaign was actually crafted by digital ad shop IQ Interactive, Adweek reports.

To be sure, Amy Chown, VP of marketing at the Cox Enterprises’ paper, tells Adweek that the campaign isn’t meant to get readers to switch off their laptops and cellphones and return to a simpler, bygone era. It’s just meant to boost the Sunday edition. It may not be such a crazy strategy, considering that digital still makes up a small portion of revenues."

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