Readership Institute: Getting Traction on Readership: Brand Initiatives

Question: List the major steps you have taken in the last four years to increase readership. Please organize your response under four headings: content, brand, service, culture.

Aiken Standard (SC)
Daily Circulation: 13,364
Sunday Circulation: 14,066

We tout ourselves as "Your Local Source" which is our way of telling readers that they are to come to us as their source for local news and advertising. Our Advertising Department works diligently to get as many local advertisers into the paper as possible from the major department stores and car dealerships to the small shops downtown.

Akron Legal News (OH)
Daily Circulation: 700

Plans are in the works for television advertising to enhance our brand recognition.

Altus Times (OK)
Daily Circulation: 4,749
Sunday Circulation: 4,749

Series of interactive reader contests have been held, including football contest, Halloween and Christmas coloring book contest, Christmas stocking giveaway and a March Madness basketball promotion held in conjunction with a local radio station.

In an effort to make the newspaper more vital to younger readers, the NIE program sent out 5,000 fliers to all Altus school students. Parents, family and friends were given the chance to subscribe to the Altus Times with $6 of a PIA subscription being donated to the school of the new subscriber's choice.

Anchorage Daily News (AK)
Daily Circulation: 69,607
Sunday Circulation: 85,944

We have moved to sponsorships that give us more value in terms of building the brand — rather than signing on as one of many sponsors for special events, we are seeking events where we can be the presenting sponsor. We are also ensuring that our logo is used correctly and consistently. Last year we ran a promotion campaign focusing on our principal local columnist, and we will do more promotion of key reporters in the future to show the unique offerings of the paper.

Anderson Independent-Mail (SC)
Daily Circulation: 38,576
Sunday Circulation: 44,194

Converted wed site URL to IndependentMail.com from andersonsc.com to put more focus on promotion of a single brand for our print and online information.

Put more focus on in-paper content promotion.

Committed to use of only Anderson Independent-Mail or Independent-Mail in all ad sponsorships, house ads, community events, Internet and internal communications.

Added web address to masthead, section fronts and all page folios.

Atlanta Journal Constitution (GA)
Daily Circulation: 460, 672
Sunday Circulation: 620,782

Print-online brand integration. Over the last two years, we have made great strides in uniting our print and online brands to position the Atlanta Journal-Constitution as a 24 hour news and information source. Our message to consumers is that we have what you are looking for in whatever medium suits you best. Our marketing campaigns emphasize the relationship between print and online and the two platforms work hard to promote content back and forth.

The best recent example of this integration was the simultaneous launch of AccessAtlanta, our weekly print entertainment guide, and accessAtlanta.com, recreated as an all-entertainment Web site. The two were developed and launched together to complement each other. For the consumer, there are reasons to use both -- from the portability of the tab section to the event search functionality of the Web site. All they have to remember is AccessAtlanta = entertainment.

Brand representation standards. Over the last three years, our Marketing department has made a strong, concerted effort to define how and when our brand should be represented. This ranges from event signage, to single-copy racks, to promotional and advertising use, to letterhead and even business cards. We still have work to do, but we now have clear guidelines for how our title and the titles of our sections and online products should be used.

Improved content promotion. The frequency of house ads promoting upcoming content has grown significantly in the last two years. Perhaps even more important, however, is the more strategic thought going into the design of these ads and their placement within the paper. Content promotions no longer go wherever they fit most easily in the layout of the paper. They now are designated for sections whose readership is most likely to identify with the content of the promotion.

Austin American-Statesman (TX)
Daily Circulation: 183,288
Sunday Circulation: 233,608

Redesign of logo; more elegant, restored to historically accurate type face.

Metro, page 2 now has a standing box to promote editorial content or newspaper-sponsored events.

The Bakersfield Californian (CA)
Daily Circulation: 71,495
Sunday Circulation: 82,718

Launched new branding strategy, increased spending on brand both internal and external.

The Baytown Sun (TX)
Daily Circulation: 11,545
Sunday Circulation: 11,265

Brand/Service:

The Baytown Sun converted to morning publication and added a Sunday issue, becoming a legitimate 7-day daily.

New logos were created, along with a consistent tag line for house ads and promotions — “Together we're building a better Baytown.”
Adopted and promoted a “Just say yes” attitude about content, service and advertising.

Implemented a consistent, planned campaign of self-promotion in the paper, as well as on news racks and at single copy sales points. Promotions feature content, community partnerships, special advertising opportunities and reader participation invitations. Self-promotion house ads are dummied in daily.

Created a reader advisory board that meets monthly.
Changed the name of the circulation department to “Home Delivery” and also restructured organization and training and created an employee manual with sample scripts for handling delivery issues.

Beaver County Times (Beaver, PA)
Daily Circulation: 42,778
Sunday Circulation: 48,875

Adopted new logo; increased promotion.

Bucks County Courier Times (Levittown, PA)
Daily Circulation: 67,094
Sunday Circulation: 73,252

Expanded content promotion in three targeted areas: weekend section, food page, teen page.

Created a 7-day promotional box on 2A which teases to upcoming newspapers.

Expand partnerships with regional media outlets (cable TV, radio) to promote product.

Sponsorship of community events.

The Buffalo News (NY)
Daily Circulation: 223,957
Sunday Circulation: 306,102

In process: first brainstorming session with a local advertising agency took place in June. This effort will coincide with the launch of our new presses.

Burlington Free Press (VT)
Daily Circulation: 50,203
Sunday Circulation: 60,264

Conducted focus groups and developed a Brand Campaign to drive sales, frequency and readership in 1999.

Used multi-media in 1999 through 2001 to launch brand message that the ritual of the daily Burlington Free Press adds value to consumers' lives and connects them with the community. This campaign won a Best of Competition and Best Brand Campaign Award from Gannett in 1999.

The brand message “A Local Custom” is used consistently with all customer contact today and readership ads today.

The Capital (Annapolis , MD)
Daily Circulation: 45,538
Sunday Circulation: 48,730

Not there yet.

Cleburne Times-Review (TX)
Daily Circulation: 7,447
Sunday Circulation: 7,447

Improving and updating page design throughout the daily product, as well as throughout all special sections.

Expanding coverage to better represent the county as a whole, instead of the paper¹s hometown only.

Using of staff (i.e. publisher and editor) to spread the name of the newspaper through community and civic involvement.

Having the newspaper sponsor or co-sponsor events throughout the community.

Clinton Herald (IA)
Daily Circulation: 12,254

We have strived and have been told we've been successful in helping readers feel like this is their newspaper again.

Corsicana Daily Sun (TX)
Daily Circulation: 7,079
Sunday Circulation: 7,079

New slogan: "Your Community, Your Newspaper, Our Commitment" appears below masthead.

Consistent, organized news content.

The Courier-Journal (Louisville, KY)
Daily Circulation: 217,396
Sunday Circulation: 282,072

We have stepped up our media spending and tie-in with CareerBuilder.com and our online presence in general.

Craig Daily Press (CO)
Daily Circulation: 2,817

Moffat County Profiles.

Today in history.

Local book review.

Refer on top of front page.

A small-town newspaper is much more than folded pages of newsprint with the day's events. It is a vein through which culture, growth and community pride should flow. To enrich the lives of our readers, we hosted the United States Army Field Band Jazz Ambassadors — a free concert in the park for more than 800 local residents.

The Crescent-News (Defiance, OH)
Daily Circulation: 17,615
Sunday Circulation: 18,524

Making sure everything in the organization is consistent from type fonts to newsstand colors.

Crossville Chronicle (TN)
Circulation: Three issues weekly: Tues. 19,000; Wed. 8,500; Fri. 8,500

We have reemphasized the fact that the Chronicle is THE source of in depth news coverage in our county. We not only write using cold hard facts but we constantly try to add the human element to our stories, thus giving not only the stories, but the Chronicle , a heart.

We have not turned our back on the mom and pop submissions or contributions, but we have found ways to better organize and present this news.

We now charge for obituaries, but instead of having a basic form or style, we let folks say what they want about their departed loved one. The logic is two-fold: they are paying for the obit, and the death is not only of interest to family but to hosts of friends and acquaintances who attended church, school, work, recreational activities with the deceased.

We re-categorized our briefly feature (meeting notices, who, what, where when and how paragraphs of clubs, groups and organizations), and now have three easy to read categories instead of one: one features family reunions; one features regular meetings of groups and organizations; and the third features church revival and singing notices. If a reader is looking for starting time of a revival, he no longer has to wade through 120 inches of meeting and group announcements.

Cullman Times (AL)
Daily Circulation: 10,827
Sunday Circulation: 11,378

We now have a booth at county fair staffed by members of each department.

We use rack cards more often to promote specials.

We do Page 1 promos of upcoming special sections and pages.

Cumberland Times-News (MD)
Daily Circulation: 30,555
Sunday Circulation: 32,836

Revamped and greatly improved online Web site.

Expanded community outreach, particularly with reporters and editors making more contact with public.

Reproduction, paper, ink and type size all No. 1 priorities so that we have an attractive, readable product.

Daily Breeze (Torrance, CA)
Daily Circulation: 73,209
Sunday Circulation: 71,492

Developed a whole new newspaper in October of 2001 using the eight key findings.

Built the "Making a Difference" theme and it helps us in our mission.

On time delivery performance in production assisting our customer delivery.

Much more open culture with all employees. It varies, of course, by department. New management doing good overall job here.

Daily Camera (Boulder, CO)
Daily Circulation: 33,021
Sunday Circulation: 40,834

"Your Camera, Your News" is everywhere. Task force analyzing branding issues.

The Daily Courier (Forest City, NC)
Daily Circulation: 9,504
Sunday Circulation: 9,504

Redesigned with 50-inch web.

Daily Hampshire Gazette (Northampton, MA)
Daily Circulation: 18,445

We changed our nameplate and promotions to decrease the emphasis on the name of our county (which is part of our daily's name). This corresponds to what our readers call us, and reflects the demise of the county as a significant factor in readers' lives.

We held open houses featuring our new color capabilities, and covering our full range of services.

We built and maintained a “get it all” brand.

We paid more attention to best use of rack cards and front page promotion of editorial content.

We required more visibility of our name in publicity for our community service projects.

Daily Journal (Franklin, IN)
Daily Circulation: 17,228

Clean and repair single copy racks.

Host Athlete of the Year banquet.

Host DJ Day at Johnson County Fair.

Promote circulation sales in radio spots.

Promote circulation sales in billboard ads.

Publish series of community involvement ads.

The Daily News (Longview, WA)
Daily Circulation: 22,350
Sunday Circulation: 21,704

Branded ourselves as being Local-Local. Our logo carries the tagline...Real News....Real Local.

Daily Press (Newport News-Hampton, VA)
Daily Circulation: 92,434
Sunday Circulation: 115,985

Creation of a set of branding standards for outside communications. All departments follow the standards and the Creative Services department is responsible for signing off on any new branded materials developed.

Unified the design of all of the advertising department's media kits, rate cards, letterhead, presentations, and branded promotional items. Everything has the same look and style. When we change the design, all components are changed to match the new look.

Extensive promotion of news content through “same day”, “tomorrow”, and “coming this Sunday” house ads throughout the paper.

Creation of a cross-departmental branding team to create a branding statement, conduct a communications audit, and a gap analysis. The team has already conducted branding research similar to the Readership Institute's survey. Once the gap analysis is completed, the team will create an action plan for each department to “live the brand.”

The Daily Progress (Charlottesville, VA)
Daily Circulation: 30,281
Sunday Circulation: 34,234

Re-branded newspaper with "what's next" theme embedded in content, points of entry, next-day promotions, marketing.

Daily Sentinel (Rome, NY)
Daily Circulation: 14,810

Branding under "Reliable Community News."

The Daily Times (Farmington, NM)
Daily Circulation: 17,738
Sunday Circulation: 19,328

We have done very poorly here, although our circulation department has done an outstanding job of making our brand known in the community. We do not promote our content in advance and continue to use “filler” house ads such as READ CLASSIFIEDS.

Daytona Beach News-Journal (FL)
Daily Circulation: 100,582
Sunday Circulation: 117,854

Within our market studies, we've asked and formulated key marketing terms which appeal to readers and non-readers of our newspaper. Branding efforts are centered around these statements/words throughout advertising and circulation marketing efforts.

The Desert Sun (Palm Springs, CA)
Daily Circulation: 46,497
Sunday Circulation: 49,171

Committed to at least one brand campaign each year including television, radio and billboard, to reach out to occasional and non-readers, and to convey attributes of the newspaper that help build our credibility.

Added news ears on the upper left corner of section fronts to promote same-day and upcoming content to help drive readers through the paper.

Devoted a left hand rail on the front page to promote same-day and upcoming content.

Developed a “Directors Campaign” which introduced each department head to the community, along with his or her commitment to our readers and the community at large. Each ad also invited readers to call, email or write with concerns or comments. Each week in the operating committee meeting, directors would share comments, and if necessary, take action on items brought forth from readers.

Developed the tag line, “Get It Into Your Life” featured on all print, TV, radio, outdoor and novelties.

Formed a company-wide committee to develop a 75th anniversary plan. The elements of the plan covered a wide array of readership and branding opportunities including the making of a commemorative coffee table book with historic pictures of the market, a television commercial and special section supported by vendors chronicling the history of The Desert Sun.

Entered into a convergence agreement with KMIR TV, the local NBC affiliate. The agreement calls for a daily on-air promotion of content for the next day's Desert Sun. KMIR's weatherman is featured daily on the weather page.

The Detroit News and Free Press (MI)
Daily Circulation: 547,506
Sunday Circulation: 738,709

We launched a company-wide branding initiative for both daily products, resulting in consistent messages and brand promotion in all home delivery sales efforts, single copy promotion, in-paper marketing, etc. A similar effort for Sunday is pending.

We have utilized daily radio spots to focus not only on specific stories and features, but also on the overall brand of the daily products.

East Valley Tribune (Mesa-Scottsdale-Tempe, AZ)
Daily Circulation: 96,221
Sunday Circulation: 80,192

While surveys showed us as having a reputation for being a strong and caring local news provider, region's metro paper received higher marks as an intelligent and knowledgeable news source. We're working to change this with two marketing messages. One that notes we won the Arizona APME general excellence award for metro newspapers and the second that defines us as a newspaper that delivers both community news and nation/world news.

Until 3.5 years ago, our nameplate was simply The Tribune. We renamed ourselves the East Valley Tribune and our features section became East Valley Life to not only identify the geographical area we serve but also to connect us better the growing identification of the East Valley as a preferred place in which to live and work in the greater Phoenix area.
We're promoting between our publications and have created partnerships with two local television stations that give us a regular presence and marketing benefit that we cannot afford to buy.

The creation of a nation/world focus page was as much a move to strengthen our brand as a full-service, intelligent, experienced newspaper as it was a content enhancement.

We are working through our opinion pages and publisher's involvement in the community to establish the newspaper as a community leader.

The Edmond Sun (OK)
Daily Circulation: 10,415
Sunday Circulation: 10,415

An e-mail database of volunteer readers has also proved to be popular, with the managing editor sending out questions twice weekly and printing the responses on the Viewpoints page. The volume of submitted Letters to the Editor has increased dramatically.

The weekly buzz magazine has been a hit with the community in its coverage of local arts and entertainment events. The section has already increased from 12 to 16 pages, and the ad count continues to grow.

Our bi-monthly Food page is becoming more popular as The Sun concentrates on showcasing local cooks in its coverage.

The focus of our health and science coverage is gradually switching to publishing more news you can use. In other words, we're trying to print stories that directly impact readers. We¹ve been running a monthly Q&A series with the local hospital that features plenty of practical health information. We hope to include more weekly bits of state-of-the-art health and science briefs and focus less on physicians and more on readers.

We implemented a weekly crime-tracker for Sundays. This is a map with the police blotter to show where crime occurs in Edmond.

Increase go and do boxes: We are averaging the daily amount of breakout boxes over a previous week's time period. The goal is to increase the number of breakout boxes by 25 percent over five months, with a monthly goal of a 5 percent increase from each previous month starting with the baseline of the first week measurement. If the staff meets the overall goal of 25 percent by the close of November, we'll throw a Christmas party for the newsroom.

Terminology: We're requiring that reporters compile a standing text file of terminology information that could be used as breakout information to cut and paste with daily stories. Reporters brainstorm about their beats and think about terms that they take for granted that readers understand. Then the reporters write blurbs explaining these terms and save them in NewsEdit for editors to use with stories. We're measuring each reporter¹s progress on the second Tuesday of every month for six months starting in June. The managing editor takes each month's winner to a lunch of their choice.

Evansville Courier & Press (IN)
Daily Circulation: 68,867
Sunday Circulation: 96,506

We spent years branding our Web site differently from newspaper using the portal strategy. We are abandoning that and have spent months visioning a new branding campaign. More than 50 employees from all departments recently went out into the community asking about perceptions of the newspaper.

Fort Collins Coloradoan (CO)
Daily Circulation: 28,501
Sunday Circulation: 34,954

Ticket to Dining – a circulation retention program was launched in September 2002. Subscribers who sign up for our EZ Pay program for a minimum of six months get the Ticket to Dining card, which offers 20% meal discounts to more than 20 restaurants.

Coloradoans Making A Difference Contest – The Coloradoan profiled six local Coloradoans Making A Difference winners based on reader submissions in October 2002 for the first time. More than 30 entries were received. Each winner was featured in a week-long series profiling Coloradoans Making A Difference, received a $100 donation to their charity of choice and attended an awards lunch. This has become an annual event and excellent good will vehicle.

Best in Business Contest – Launched in fall of 2002 with a reader ballot. We received more than 60 nominations. A diverse panel of about 10 community judges selected winners. Winners were recognized in Best in the Business Magazine and at an awards lunch in January 2003. Winners will be announced in Feb. 2004 issue of Best in Business and at Chamber of Commerce Event/Awards Lunch.

Big Boys Toys Expo -- An estimated 3,000 people participated in the Coloradoan's first Big Boys Toys Expo on July 13, 2003.

Fort Collins Rocks CD – A team of music lovers from News, Advertising, Production and Marketing selected a dozen songs submitted by Northern Colorado bands for the CD project. About 5,000 CDs were produced to promote local musical talent and for the Coloradoan to reach the college and young, active folks interested in music.

Multi-media circulation campaign focusing on content – promotions focusing on the value of the Coloradoan's content and the importance of reading daily. Ads ran in-paper, online and on radio. We also had door hangers for canvassing neighborhoods.

Online contests/giveaways – In 2003, we've made the commitment to have ongoing giveaways to help drive site traffic and readership.

Gainesville Daily Register (TX)
Daily Circulation: 5,814
Sunday Circulation: 5,814

Noted for working with the school systems via a local high school section every week during the school year.

The Gleaner (Henderson, KY)
Daily Circulation: 10, 452
Sunday Circulation: 11,837

Became more aggressive in in-paper promotion of same day, next day and next weekend content.

Greatly strengthened newspaper promotion in TMC product, billboards and electronic media.

Brand, Service and Culture:

Invited Mary Nesbitt to outline Readership Institute findings to nearly every full time employee (every news, circulation and advertising employee) on readership, service, etc. and how important it is to our future.

Every employee in the news, circulation, advertising, G & A and many production employees conducted face-to-face surveys throughout the community. In total, Gleaner employees talked to and surveyed nearly 300 local citizens.

Hannibal Courier-Post (MO)
Daily Circulation: 8,350

Carefully selected events to sponsor in local market.

Brought events to town for public to attend.

Increased exposure of the paper on a regular basis.

Herald-Banner (Greenville, TX)
Daily Circulation: 8,239
Sunday Circulation: 9,224

With our redesign, we changed our name (from Greenville Herald Banner to Herald-Banner.) We have worked aggressively at reinforcing our new nameplate, and associating the name Herald-Banner with "Hunt County's Best Read Newspaper," as we want to be a county newspaper more than just Greenville's newspaper.

The Herald-Sun (Durham, NC)
Daily Circulation: 50,015
Sunday Circulation: 56,612

Readership Progress Report - News

Brand (goal is to be more useful, "on your side," smart).

Updates (see above).

Informed Sources (see above).

Steamed/Potholes/Street Smarts (see above).

Go & Do (see above).

Readership Progress Report - Circulation

Professionally decalled trucks with company colors and logos.

Parked truck at strategic location for Stanley Cup Finals.

Drove truck convoy around town to attract attention.

Added red and black doors to otherwise white newsrack design, better framing newspaper display.

Ordered and placed 3-tier retail displays in newsstands.

Partnered with NYT at area Starbuck's.

Created design for Chapel Hill Herald racks, co-promoting WCHL radio.

Created rain bag and refrigerator magnet design promoting same.

Readership Progress Report - Advertising & Marketing

Continued to support the corporate brand, Trusted & Essential (honest, and helpful), through internal and external promotion and ad campaigns.

Focus on sponsorships and events that support the brands of community leader, neighborly, intelligent/successful, “Trusted & Essential.” Examples:
High School Scholarships – Front Page Awards.

Local Golf Tournament – Herald-Sun Golf Classic.

Community Festivals and Cultural Events – Centerfest, Festival for the Eno, Full Frame Documentary Festival, Rodin Exhibition, Bull Durham Blues Festival, American Dance Festival, Bimbé Festival; Hog Day and others.

Self-Improvement Opportunities –Train Your Brain Series, The Learning Consortium.

Political Forums (News).

Community Cultural and Service Organizations – Durham Public Education Network, Mallarmé Chamber Players, Triangle United Way, Volunteer Center of Greater Durham, Emily K Family Life Center, RSVVP, Resources for Senior and others.

Family-friendly sporting events – Durham Bulls baseball, Duke University Athletics, UNC Athletics, NC State Athletics, NC Central Athletics, USA Baseball, and others.

The Houston Chronicle (TX)
Daily Circulation: 552,052
Sunday Circulation: 744,935

An entire Marketing/Branding campaign has been developed at the Houston Chronicle i.e. “Spotted Reading” which links all departmental initiatives i.e. Editorial, Advertising, Circulation, Marketing around serving our customers (readers and advertisers) by embracing the 8 Imperatives. “People On The Street” in Houston (ordinary people) are the stars of the campaign as they're “spotted” reading the newspaper, or looking for a job, buying a car, etc. from the ads in the paper, as well. “Spotted” tomorrow runs prominently in the Houston Chronicle, every day, in a fixed position, letting readers know the exciting content that's coming. The Houston Chronicle's “Spotted” campaign works the RI 8 Imperatives into all our “Branding” messages in-paper, on radio, and in our direct mail and TV promotions.

Johnson City Press (TN)
Daily Circulation: 29,909
Sunday Circulation: 34,152

In the process of the re-design, we modernized our look, instituted a color flag, and have increased our promotional efforts within the newspaper.

The Journal Times (Racine, WI)
Daily Circulation: 29,216
Sunday Circulation: 31,334

We launched a short-run branding campaign, both in the paper and using outside media (radio, TV, billboards), emphasizing the brand factors that showed the greatest potential for us in the original Impact Study, particularly "intelligence, success, experience."

We tailored more closely our community event sponsorships and participation to focus on the high-potential brand factor, "community involvement."

We developed prototypes - though didn't publish - brand-building content centered on The Readership Institute's recommendations for "Monitor" and "Debatable."

Knoxville News Sentinel (TN)
Daily Circulation: 128,865
Sunday Circulation: 153,718

We are in the middle of a branding campaign that intends to evoke a sense of how reading the newspaper will help the reader have a fuller life.

Creating a campaign that focused on a more positive personality for the newspaper.

Working to create a culture that shares common goals.

Lancaster New Era (PA)
Daily Circulation: 43,194
Sunday Circulation: 102,339

Next Day's Editorial Ads - Introduced ads for each of the daily papers that focused on "next day" content.

Same Day Editorial Ads - Increased ads in the morning paper focusing on upcoming content in the same day's afternoon paper... and in the afternoon paper for the next morning's paper.

Parade Van - A special van showcasing all 3 papers and the online product was completed to participate in the numerous area parades.

Lincoln Journal Star (NE)
Daily Circulation: 74,586
Sunday Circulation: 83,387

Major marketing effort to develop our brand. One example is our Friday entertainment section, Ground Zero. We promote aggressively and sponsor events.

The Manhattan Mercury (KS)
Daily Circulation: 10,125
Sunday Circulation: 11,450

Extensive internal discussions about what we're about, resulting in a focus reflected in our tagline: "Serving Your Need To Know"

Use of that tagline in all house ads, external communications and promotions

Put in place a system to promote same-day content in house ads

McAlester News-Capital & Democrat (OK)
Daily Circulation: 10,053
Sunday Circulation: 10,515

We developed a slogan and have used it consistently in promotional materials.

We have partnered with two local radio stations and host a twice-daily newscast reported by a newspaper staffer. In addition we have a regular slot for a discussion of the day's news during a local morning radio show.

Milwaukee Journal Sentinel (WI)
Daily Circulation: 232,652
Sunday Circulation: 434,023

Invested in brand discovery process
Developing internal and external brand communication campaigns

Promote the strength, expertise and market position of our products and people

Monroe Evening News (MI)
Daily Circulation: 21,771
Sunday Circulation: 24,956

Sponsor annually a performance at the local River Raisin Centre for the Arts. Bought a truck and painted redesigned logo on the side. Brought in Taste of Home cooking show -- sold-out 1,200 tickets. Sponsored reporter to drive car in county fair's demolition derby. Hosted (with state press association) state attorney general for a public forum on the Open Meetings Act and FOIA.

Montgomery Advertiser (AL)
Daily Circulation: 50,763
Sunday Circulation: 62,137

Sunday “Coming this Week” content ads began in 2002, daily “Coming Tomorrow” content ads began in 2003.

We were proactive in increasing minority community event sponsorship from zero to three.

We created an Ambassador Program that encourages employees to get involved in the community.

We became the title sponsor for the chamber's small business week activities and awards.

A corporate standards manual was developed in 2002 to develop consistency in uses of our logos.

Written sponsorship guidelines were developed in 2002 to maximize the effectiveness of sponsorships.

A marketing committee consisting of employees from all departments was formed.

MIX IT UP! The Montgomery Advertiser partnered with the Southern Poverty Law Center to urge high school students to expand their social boundaries, learn about those different from themselves and make new friends through a tab. The Montgomery Advertiser spread the concept of Mix It Up to other Gannett newspapers and secured participation of 18 Gannett newspapers across the country.

We became the major sponsor of the American Cancer Society's Relay for Life for the three counties in our NDM.

We developed an alliance with the City of Montgomery to produce a Holiday Parade in December and a Fourth of July fireworks display.

We implemented a PSA policy that gives all 501 C3's the opportunity to run one 2x5 for their fundraising events.

New Haven Register (CT)
Daily Circulation: 81,469
Sunday Circulation: 101,374

Major reader initiatives:

New redesign.

New weekend section.

Daily people section.

New business Monday section.

The Newport Daily News (RI)
Daily Circulation: 12,565

We have increased our one-day sampling, which asks for the person to request a one-month free sample.

We have increased our NIE program.

We have started a successful crewing program.

We have stopped telemarketing.

News & Record (Greensboro, NC)
Daily Circulation: 90,432
Sunday Circulation: 110,846

We have created a new positioning statement - For Your Life - and are beginning to execute it. I am now recruiting a new brand manager, and plan to dig much deeper into this opportunity.

The News Enterprise (Elizabethtown, KY)
Daily Circulation: 16,073
Sunday Circulation: 19,483

To strengthen our brand, we have:

Ensured that our logo and slogan are consistent throughout all our products and services.

Established four major areas of focus: education support, community events, visibility in the market and promotional efforts.

Emphasize the importance of involving local residents in our promotional ad campaigns.

Do a better job with telling our stories about The News-Enterprise.

Established a marketing committee to ensure better-alignment of our marketing efforts to the strategic goals.

The Norman Transcript (OK)
Daily Circulation: 15,198
Sunday Circulation: 16,695

Create four employee committees to oversee cornerstones.

Implement weekly newsletter to communicate changes and other information.

Alter department head meetings to focus on management training.

Review, evaluate and implement committee recommendations (estimated 85 percent of recommendations in effect now.)

Launched Reader Focus group to evaluate newspaper.

Developed and completed job shadowing program to facilitate communication/understanding.

Completed "Employee Attitude Survey" to measure employee concerns.

Focused serious on content promotion.

Numerous content changes made.

Service is an ongoing discussion.

All initiatives and committees are employee, not management, driven.

North County Times (Escondido-Oceanside, CA)
Daily Circulation: 92,490
Sunday Circulation: 93,337

Major public support of Marines at war, including recent fund drive raising $700,000 to educate children of local troops killed in Iraq.

North County Times charities fund levers local donations for local charities.

The North County Times Women of Merit program has become one of our most successful promotions. Many event sponsorships.

Newspaper “Hawker” program both sells 1,500 papers a day but is the primary funding source for a well-respected program for homeless men.

Well-developed house ad program sponsoring local events and charities, each labeled as “another community service of the North County Times.”

Host monthly and bi-monthly Latino and African American roundtables, attended by community leaders.

Active leadership involvement throughout community.

Norwich Bulletin (CT)
Daily Circulation: 27,916
Sunday Circulation: 32,304

Next Day Promotion: We've teamed with a multi-station radio company with both a news station that reaches well outside or our market, and the #1 young adult station within our market. We purchased advertising on the newly launched news station that promotes our online content, and leveraged that buy for next-day news spots run at no cost to us on the young adult station. This is also being done, on a limited basis, in the newsroom, but will become SOP through design enhancement planned that gets underway this summer.

Third party sales: The entertainment venue joint promotions noted above included a third party sales component that distributed over 45,000 newspapers to area residents, readers and non-readers alike. Each of the newspapers were handed to a specific person (as opposed to dumped on racks), exposing them to our content for the first time, or an additional time, that day.

NIE: We've greatly expanded our NIE distribution over the past three years by approx. 150,000 copies per school year. While exposing younger readers to our product and role in the community, we have anecdotally found that some NIE copies actually make it into the home with the students who discuss it with their parents.

The newsroom is placing almost daily links in the newspaper sending readers to related links on www.norwichbulletin.com, strengthening our brand by combining print and the Web.

Observer-Dispatch (Utica, NY)
Daily Circulation: 45,916
Sunday Circulation: 53,629

Solidified our name, adding uticaod.com (core Web site) to logo on all materials.

Commissioned cartoonist to create youth-oriented look for series of ads, with print, outdoor and broadcast adaptations.

Promoted variety of content offerings different days of the week.

The Olathe News (KS)
Daily Circulation: 5,789

Rename paper from Today's Olathe News to The Olathe News

Still working on web redesign

Orlando Sentinel (FL)
Daily Circulation: 256,520
Sunday Circulation: 376,878

Completed a comprehensive brand study that resulted in common branding across products and services.

Changed the front of the Sunday employment section to "Careerbuilder".

Pharos-Tribune (Logansport, IN)
Daily Circulation: 10,112
Sunday Circulation: 10,806

To extend our brand, we have formed a media partnership with WLFI – Channel 18 out of Lafayette, Indiana, and WISH – Channel 8 out of Indianapolis. The newsrooms share lead stories of the day giving credit to each other. We also have an advertising partnership with WHZR – Hoosier Country 103.7 FM.

We have a branding and marketing committee made up of members from each department that meets regularly.

Post and Courier (Charleston, SC)
Daily Circulation: 101,288
Sunday Circulation: 113,999

Develop five-year comprehensive branding and marketing campaigns. Improved in-paper promotion of upcoming and same day news stories.

Poughkeepsie Journal (NY)
Daily Circulation: 39,984
Sunday Circulation: 51,067

We've used market studies in 1999 and 2002 to help us determine brand identity. The slogan "Your Community. Your Newspaper" was developed and touted through the newspaper, television, radio and the Web.

We promoted our "Busy Cook" page geared to working parents with little time to cook on Cable television's Food Network as sponsor of a local visit by famous chef, author and host of "Taste," David Rosengarten.

We've tried to target newcomers by mailing them a welcoming letter from the publisher, a free "Fact Book," our annual guide to the Hudson Valley, and an offer to sample the Journal for free for a month.

We've sponsored the local minor league baseball team.

We've offered our Sunday paper, normally $1.50, for 99 cents at convenience stores to boost single-copy sales.

A new Online campaign with new logo and slogan called "It all Connects", was created to reinforce the connection between our print and online products. 10 second radio ads called, "Headlines of the day" promoted daily editorial content to the public and helped brand us as the premiere and complete local news source

Created a new Health Fair Event in 2000 which supported and promoted our new Health section. Attendance was outstanding.

A 7-Eleven "coffee and a paper" promotion netted Circulation an extra 200 per day in single copy sales for a total of over 6,000 additional copies. After the promotion single copy sales showed a retention rate of 18% over pre-promotion levels.

Headlines of Tomorrow were touted by RNN Regional Television and the Weather Channel Crawl was used to promote events and Editorial products and special sections

A variety of Online contests, called "e-sweepstakes," have been conducted to acquire e-mail addresses to seed an e-mail database. Demographic notes are appended to the e-mail address, as well as which event or contest they responded to which gives us an initial parameter of personal interests. This database will be the basis for a new E-marketing campaign to send out 'Headlines of the day' teasers, mirroring our :10 Headlines of the Day radio messages.

The Journal has published two books which have successfully reinforced our branding position by marketing their quality and our abilities. The books: one of regional interest - "The Hudson Valley, Our Heritage, Our Future" - and one of national interest - "West Point: Legend on the Hudson." are sold in bookstores, including Barnes & Noble, and at historic sites and other venues up and down the Hudson Valley. They have helped us reach potential new readers and establish that we are the source for information on the region's history.

We retain a premium billboard location at Stewart International airport to promote our Web site and our tourism site. This regional airport welcomes travelers from all over the world to the Hudson Valley region.

Worked with the New York State Lottery to offer gift awards for the Poughkeepsie Journal EZ-Pay credit card promotion. This new proposal not only generated a lot of excitement and almost instant acceptance by the NYS Lottery, but provided the Poughkeepsie Journal with $20,000 in Lottery scratch-offs at no charge, to be used as incentive for subscribers converting to EZ-Pay or to new subscribers starting their subscription with the EZ-Pay plan. This unique approach turned out to be an excellent incentive with a 64% increase in EZPAY conversions plus 224 new starts.

In January 1999 a reader survey was created for brand identity research and was completed and evaluated to create a brand marketing mission. A new brand identity positioning the Poughkeepsie Journal as the community newspaper of choice was created and "Your Community. Your Newspaper." was born. In 1999 we produced twelve print testimonial ads, six television commercials and three radio commercials for branding. The new logo treatment with our slogan was incorporated into every aspect of our marketing communication efforts, including banners, premiums, and POP.

In 1999, Our new Busy Cook page was heavily promoted May 3 - 24 on Cable television's Food Network as sponsor of a local visit by famous chef, author and host of "Taste", David Rosengarten

In 1999 the marketing committee met regularly to develop and support branding issues, as well as further discussion on other strategic issues. Meetings have included review of new Prizm information on Household growth and income for tri-county area as well as multiple meetings to decide contents of readership study and review questions and goals. Other meetings have included discussion of strategies to reach newcomers and commuters in Southern Dutchess as well as ideas for a customer service initiative. The campaign "Sunday is.." was launched in May and was the brainchild of our Marketing Committee through a series of meetings.

In August 1999 a mailing was created to target newcomers which contained a free Fact Book & a letter from the publisher with a four-week free sample offer.

The Journal was represented at Renegades Opening Nite as sponsor. The Journal's superior Renegades coverage was promoted by handing out 2,500 of our Renegades special sections and 1,000 "Your Community. Your Newspaper." Pencils. Journal Newshound Brian Dwyer threw out the first pitch. The Journal foul poles were promoted, if hit, all attendees receive 99 cent value coupons from Wendy's.

Our brand image along with 99 cent Sundays was promoted for six weeks in June on 27" monitors at Cumberland Farms & 7-11's in Dutchess & Ulster. Single copy sales showed a 4.5% increase during this time

Successfully reinforced our branding position by marketing the quality of our Millennium Book based on the Journal series. Multi-media campaign used.

A new Online campaign with new logo and slogan called "It all Connects", was created to reinforce the connection between our print and online products. :10 second radio ads called, "Headlines of the day" promoted daily editorial content to the public and helped brand us as the premiere and complete local news source

The execution of a multi-media, multi-layered, 2001 Heart KIA RIO Sweepstakes was well-received and considered highly successful by our classified advertiser and our readers

The Journal's award-winning photographs and new readership data was integrated into sales presentations, rate cards, extended market brochure and readership panels. A special sales brochure program devised for each individual sales rep was started. The "It's a fact" ad and sales flyer campaign was recreated using the new data.

Created a new Health Fair Event in 2000 which supported and promoted our new Health section. Attendance was outstanding.

Participate annually as a sponsor in numerous targeted events including: Cooking Show distributing "Busy Cook" recipe and meal planner pads, "Kids Expo" promoting the Families, For Kids, Weekend Family Planner and Verge pages with a sampler and distribution of Newshound Writing Kits to kids. Sponsor the Hispanic Festivals and numerous other community ventures

In 2002 a 7-Eleven Coffee Promotion netted Circulation an extra 200 per day in single copy sales from March 17 - April 13 for a total of over 6,000 additional copies. After the promotion single copy sales showed a retention rate of 18% over pre-promotion levels.

In 2002 a new online branding campaign and contests were instigated and supported the significant increases in online traffic. Targeted strategies included the conception of a new slogan, "It all connects", logo treatment and ad campaign

In-paper promotions of the Editorial products and the "Headlines of the Day" radio campaign supported Circulation goals in reducing in churn and increasing in retention. The Headlines of the Day radio campaign was strategically coordinated with rack cards and 2A ad placement. Late-breaking stories are also promoted in the tight 6 a.m. to 8 a.m. time slot on morning radio to reach the commuters before they leave the market during their 1-2 hour journeys to work

Headlines of Tomorrow were touted by RNN Regional Television and the Weather Channel Crawl was used to promote events and Editorial products and special sections

An ONLINE E-SWEEPSTAKES SERIES was created called 'E-sweepstakes'. A variety of Online contests have been conducted to acquire e-mail addresses to seed an e-mail database. Demographic notes are appended to the e-mail address, as well as which event or contest they responded to which gives us an initial parameter of personal interests. This database will be the basis for a new E-marketing campaign to send out 'Headlines of the day' teasers, mirroring our :10 Headlines of the Day radio messages. At the present time 8 contests have been conducted for a total of over 11,000 entries. A variety of entertainment venues were selected to ensure the greatest diversity of entrants as possible. The venues were: Goo Goo Dolls concert, Kenny Chesney concert, Rockettes performance, Nutcracker ballet, Oklahoma Broadway play, Rent Broadway play, Kenny Rogers concert, Royal Christmas with Julie Andrews.

Successfully reinforced our branding position by marketing the quality of our books based on our award-winning newspaper series. Multi-media campaign used. The Journal has published two books which have successfully reinforced our branding position by marketing their quality and our abilities. The books: one of regional interest -"The Hudson Valley, Our Heritage, Our Future" - and one of national interest - "West Point: Legend on the Hudson." are sold in bookstores, including Barnes & Noble, and at historic sites and other venues up and down the Hudson Valley They have helped us reach potential new readers and establish that we are the source for information on the region's history.

We retain a premium billboard location at Stewart International airport to promote our Web site and specifically our tourism site. This regional airport welcomes travelers from all over the world to the Hudson Valley region.

In conjunction with Cars.com advertised our site in the New York State Auto Dealers Association magazine and convention issue. Advertised our sites with full-color ads in both the Poughkeepsie and Southern Dutchess Chamber of commerce and on the new Poughkeepsie map project. The maps are mailed to potential visitors and relocators around the world.

In 2000 the Surview program was incorporated into our research toolbox and included onsite training. With the data from the new readership study over 200 new presentations panels were created and numerous charts and graphs produced. Through strategic planning Market Development evolved four NEWCOMER profiles with separate interests, demographics and lifestyles using Surview, PSYTE Lifestyle Segmentation, MapInfo and ImMEDIAte. These profiles were used to target reader interests and identify sampling program geography

The 2001 revision of the market book added an additional 12 pages of information, including an extensive Online product wrap-up as well as new photos and updated research. An award-winning advertiser gift promotion consisting of a four-pack of full-color mugs, each illustrating a different research point and photograph taken from the printed companion pieces was also created.

In 2002 a concept and proposal was created to approach the New York State Lottery with the request that they fund the gift awards for the Poughkeepsie Journal EZ-Pay promotion. This new proposal not only generated a lot of excitement and almost instant acceptance by the NYS Lottery, but provided the Poughkeepsie Journal with $20,000 in Lottery scratch-offs at no charge, to be used as incentive for subscribers converting to EZ-Pay or to new subscribers starting their subscription with the EZ-Pay plan. This unique approach turned out to be an excellent incentive with a 64% increase in EZPAY conversions plus 224 new starts. Requests for the proposal have come in from newspapers from all over the country and this concept may help solidify partnerships between lotteries and newspapers across the nation.

Record Searchlight (Redding, CA)
Daily Circulation: 34,706
Sunday Circulation: 39,863

We put Record Searchlight/redding.com on all our house ads, our section fronts, on our business cards, stationery, everything. We ran an internal contest and gave out movie passes to anyone who found anything we produce that says Record Searchlight and left off redding.com. It was a bounty hunt!

We have a nightly spot on TV that says, "In tomorrow's Record Searchlight, learn about..... Read this story and more at redding.com and in the Record Searchlight."

We have a similar program with a radio group each morning.

Three of our local columnists appear weekly on our local ABC affiliate morning show "Good Morning North State."

We upgraded our single copy machines so they say, "Great place, great paper!" and include images of people waterskiing, golfing, hiking, and other outdoor activities (this is an outdoor mecca).

We sponsor events that will keep us in the public eye. Most of these events are related to nonprofit ventures, but we also tie ourselves to events that will help us build relationships with readers and advertisers.

The Reporter (Vacaville, CA)
Daily Circulation: 17,575
Sunday Circulation: 19,143

We've reached out to the public with numerous projects, asking for their help to tell the story. Among them:

"Making a Difference," a special section in which we asked readers to nominate folks from their community who are working to make a difference.

Continued producing annual salary survey which looks at salaries of top public servants.

Continued producing our Giving Tree, a special section which raises money to help the needy in our community.

Launched a California Public Records Act project which involved members of the public who made requests for information at our behest.

We launched a Reporter Book Club a few years ago and review about six books a year.

Our mailing list has topped 200.

Richmond Register (KY)
Daily Circulation: 7,288
Sunday Circulation: 7,704

Increased number of house ads used to promote content.

Increased the availability of reporters, editors and photographers.

Increased number of promotional ads that introduce staff.

Increased number of rack cards that promote content and changes in the newspaper.

Richmond Times Dispatch (VA)
Daily Circulation: 187,409
Sunday Circulation: 228,262

Managing editor holds weekly update with promotions manager.

T-D developed marketing plan.

Budgeting for a major 2004 brand campaign.

Promotion manager seeks branding opportunities with the summer music venues where we sample Weekend sections.

Broadcast News Service morning drive-time radio news with .15-second promotional message with reason to buy the paper that day.

The Roanoke Times (VA)
Daily Circulation: 100,160
Sunday Circulation: 112,397

Communication Standards: Standards that are designed to create an identity that consumers can relate to (position and image), develop the means to be true to that identity (communication standards) and consistently represent the identity (execution and delivery. The ultimate goal is increased consumer recognition, loyalty and retention.

Positioning statement or Consumer's View: The Roanoke Times helps me connect with my community and understand the world in which I live.¨

Integrated logo: Logo that emphasizes the link between The Roanoke Times print edition and roanoke.com, our Web site.

Phone system focus: Company-wide training effort to make our readers' calling experiences as user-friendly as possible, giving them answers to their questions as quickly as possible.

Easy to navigate index, section logos (Health, Music).

Rock Island Argus (IL)
Daily Circulation: 12,682
Sunday Circulation: 14,515

We made some minor content changes.

I attended one of the Readership Seminars this spring. We did an assessment of where we stood in 8 areas and are developing a plan and beginning to implement changes in many areas.

We just got results from our first RBS survey and will meet soon to analyze results in more detail.

Rockford Register Star (IL)
Daily Circulation: 68,015
Sunday Circulation: 80,692

Umbrella campaigns in print, online, broadcast.

Rocky Mountain News (Denver, CO)
Daily Circulation: 304,949 (Mon-Fri); 621,221 (Mon-Sat)
Sunday Circulation: 789,137

Created a new branding campaign, post JOA, identifying the paper with the tagline "Closer to Home."

Used the branding in print and TV ads.

The Sacramento Bee (CA)
Daily Circulation: 283,194
Sunday Circulation: 343,414

Built Bee brand by developing extensive in-paper content promotion focusing on daily and upcoming content, special features as well as editorial personalities.

Developed overall Bee brand creative campaign to communicate brand attributes to readers and advertisers.

Leveraged Bee brand by establishing media alliances with local TV and radio stations.

Leveraged Bee brand by building partnerships with major community events/activities (i.e., Kings, State Fair, etc.).

Launched new products - weekend entertainment section and sacticket.com Web site.

The Saginaw News (MI)
Daily Circulation: 47,100
Sunday Circulation: 57,711

Our strategic planning branding team continues to work on this.

The Saginaw News: Helping You Every Day - A consistent, persistent, ubiquitous theme that ties together all of our promotion in editorial, circulation, advertising and marketing. It's on our name badges, in our radio commercials and is part of our television convergence messages. It permeates our content, voice and branding.

"Emotional branding" in-paper ads - touchy, feely quarter-page ads about our people and our content.

Special events:

Crystal Apple Award - Youngsters nominate their teachers to receive the undisputed most important teacher award in our market at an emotional evening banquet.

Community Excellence Awards - Readers nominate active, engaged high school students not necessarily the geniuses but those who have outstanding records of volunteer service. They win scholarship money and a handsome lighted world globe.

Shiver on the River ice fishing contest - The Saginaw River, once so polluted it wouldn't freeze now is one of the premier walleye pike fisheries in the Midwest. The January contest draws hundreds of participants from our circulation area and beyond for ice fishing, a techniques lecture and prizes.

Friday Night Live Rids Night - Thousands of folks gather in a downtown park for themed concerts six Friday nights every summer. The Saginaw News sponsors, promotes, organizes and enjoys the evening set aside for children.

Great Saginaw River Free Fishing Fun Day - a summer weekend event for children 3 to 15.

Saginaw County Spelling Bee - Youngsters learn to spell words many of us never heard of in exchange for a chance to go to Washington, D.C., to spell even more difficult words most of us have never heard of.

Season Readings - a holiday book collection effort that last year distributed 10,000 books to needy boys and girls.

Help Stuff a Back Pack - a joint venture of The Saginaw News and several advertisers that collected funds to fill 430 backpacks with school supplies for needy children in 2002.

Saginaw News Cookie House competition - readers, in various categories, create elaborate Christmas gingerbread houses for fun and prizes.

Salisbury Post (NC)
Daily Circulation: 23,869
Sunday Circulation: 25,223

Shared Readership Initiative findings with management team.

Developed master plan.

Reviewed and updated content, customer service guidelines.

Launched new products.

Best Practices guidelines for delivery.

The San Diego Union Tribune (CA)
Daily Circulation: 373,344
Sunday Circulation: 438,848

We have consistently put forward as our brand proposition that we are the single most authoritative source for local, state, regional, national or international news and information available in San Diego County. Each one of the newsroom's strategic or tactical decisions has been based on that premise. The most recent readership study clearly concludes that the U-T is the "one source for information residents of San Diego County need to have in their daily life."

The online operation has contributed in this way: Promoted Web site as adjunct to, rather than replacement for, the printed newspaper.

San Francisco Chronicle (CA)
Daily Circulation: 479,433
Sunday Circulation: 539, 563

Improved in-paper promotion of content.

Improved customer complaint levels - CPTs 60% and 40% Sunday. Better service, happier readers.

Redesigned Sunday newspaper to make it more navigable.

The Sanford Herald (NC)
Daily Circulation: 10,624
Sunday Circulation: 10,461

We have just begun a Quality & Excellence project, working from the inside out to accomplish two objectives:

Define our standards, in writing, for our coverage, keeping in mind that quality & excellence (along with accuracy, timeliness, accountability, etc.) are hallmarks.

Re-examine every element of the newspaper (from index boxes, folio lines, etc.) with these questions in mind: is this the best we can do? Is there a way to do it better?

Sarasota Herald-Tribune (FL)
Daily Circulation: 106,594
Sunday Circulation: 133,750

Created the position of Readership Editor.

Began daily and weekly advanced promotion of Content throughout the newspaper and on radio.

Started News Update column for story follow-up.

Savannah Morning News (GA)
Daily Circulation: 56,599
Sunday Circulation: 70,137

Content promotion – Designed to increase awareness of our ease of navigation, standing content, and upcoming content. Features our newspaper mascot/icon, Reed Daily, the newspaper Dalmatian.

Content promotion to specific target demographics, e.g. upcoming daily features with appeal to women are promoted on Sunday (a high readership day for women in our market) to increase awareness and readership

South Bend Tribune (IN)
Daily Circulation: 72,186
Sunday Circulation: 101,204

New advertising campaign, convergence with TV station, promotion of local columnists, promotion of local reporters, promotion of local features, town hall meetings, special tabs for community events.

The Southern Illinoisan (Carbondale, IL)
Daily Circulation: 28,267
Sunday Circulation: 36,381

Redesign made paper more navigable.

Redesigned flag driving home brand.

Emphasize local news.

Zoned editions.

The Spokesman-Review (Spokane, WA)
Daily Circulation: 118,877
Sunday Circulation: 132,489

Surveyed the market using the RI survey.

Refocused our promotion to capitalize on readers' identification with our depth of experience and familiarity with the market.

Stanly News & Press (Albemarle, NC)
Daily Circulation: 10,000
Sunday Circulation: 10,000

Developed and printed a free pamphlet for everyone on "How To Get Your News Into The Stanly News & Press."

Star-Gazette (Elmira, NY)
Daily Circulation: 29,169
Sunday Circulation: 40,270

Star-Gazette brand is everywhere, including under the ice at the local hockey arena.

Brand always features Web site url.

Have become more discerning in use of the brand, seeking a qualitative separation from our competitors.

The State (Columbia, SC)
Daily Circulation: 115,959
Sunday Circulation: 151,816

Launched a brand exploration process in 2002. We have continued to sustain our core message - The State DELIVERS - with our very limited marketing and promotion budget.

Statesman Journal (Salem, OR)
Daily Circulation: 55,886
Sunday Circulation: 63,255

Conducted a branding workshop to determine the newspaper's core values and to lay the groundwork on our strategic plan focus.

Created a campaign to promote our news coverage, our Classifieds section and our contributions to the community.

Developed consistent usage guidelines of our masthead and logo.

Sun-Sentinel (Fort Lauderdale, FL)
Daily Circulation: 255, 216
Sunday Circulation: 354,742

A long-term branding strategy designed to create more interactivity between our print, TV and Internet products was researched and developed last year.

Making our brand of news, information and entertainment the most useful, fun and meaningful for South Floridians is at the center of our efforts.

In 2002, we launched the largest ad campaign in our recent history. Our “What's In It For You?” campaign was built on the findings of our brand study and strategy. The ad campaign, which is continuing this year, focuses on how the Sun-Sentinel improves the lives of readers.

We focus on regional, local and community news and entertainment content.

We localize Middle Eastern, Cuban and Latin American stories that are important to our readers and their local communities of interest.

We use our radio, TV and Internet resources to disseminate our content and reinforce our brand.

Thomasville Times-Enterprise (GA)
Daily Circulation: 9,590
Sunday Circulation: 9,459

Increasing number of community outreach projects such as partnering with Job Fairs, Garden Club and Cultural Center, Victorian Christmas, Chamber VOOM events, Entertainment Foundation.

Number of letters to editor has doubled.

Times Herald (Port Huron, MI)
Daily Circulation: 29,998
Sunday Circulation: 40,155

Working on developing new promotional campaign for Branding, trying to better coordinate brand image for readers and advertisers.

Times Union (Albany, NY)
Daily Circulation: 99,242
Sunday Circulation: 145,357

The Times Union created a Strategic Marketing Department to consolidate its branding efforts.

Television advertising aimed at brand development was created using popular local musicians stressing the Times Union slogan, "We're Your Source."

In advertising, all help wanted category products and services were coordinated and aggressively – and very successfully – branded using “JobsTU” as the brand name. (See: www.timesunion.com/classifieds/jobstu/whatisjobstu.asp)

The Titusville Herald (PA)
Daily Circulation: 4,065

New, updated and laminated rack cards at all locations.

Increasing vending machines with newspaper logos prominent.

Third-party sales at local hospital.

Increase presence in local events (sponsorships of town's Oil Fest and Masters Bowling Tournament).

Traverse City Record-Eagle (MI)
Daily Circulation: 29,341
Sunday Circulation: 40,199

We have completely revised the overall and departmental marketing plans, using the eight imperatives as the foundation.

The Tribune-Democrat (Johnstown, PA)
Daily Circulation: 42,622
Sunday Circulation: 47,757

Celebrating our 150th anniversary gave us chance to re-brand internally and externally, also helped with culture.

Tri-City Herald (Pasco-Kennewick-Richland, WA)
Daily Circulation: 40,993
Sunday Circulation: 44,782

Added feature content in areas of interest noted in RI findings.

Re-designed and reorganized content to become easier to read and to make it easier for readers to find specific content.

Daily Look Ahead feature; more extensive use of "ref boxes" to tell readers of related stories elsewhere in paper.

Same day content promotion on section fronts.

The Union (Grass Valley, CA)
Daily Circulation: 15,871

The editor started a weekly column focused on explaining the newspaper's efforts to improve, announcing new content and service initiatives, and discussion issues of journalistic ethics.

To deal with a serious error problem, a system was established to track the reasons for corrections and develop ways to prevent their cause.

Invited and accelerated speaking engagements in the community by top editors to explain the changes, why they were being undertaken, and to gather community feedback.

Through an effort to push breaking news onto our Web site at any time, we seek to take advantage of our strength as the only daily in the county to be seen as the primary news source around the clock, not just in the morning.

The Union-Recorder (Milledgeville, GA)
Daily Circulation: 7,439

Become more involved in the community.

Worked on our customer service throughout the building.

Looked at the news from a different perspective.

Pushed local, local, local.

Changed our style of writing from hard-nosed pyramid style to more feature style.

The Wichita Eagle (KS)
Daily Circulation: 92,721
Sunday Circulation: 148, 624

Marketing developed a campaign (radio, billboards, in-paper) signaling that "smart" people read the Eagle.

The newsroom developed content (a master narrative) capitalizing on the region's strong identity with the Kansas spirit.

The company, working with an ad agency, developed a campaign to elevate the profiles of personalities in the newsroom. For the first time, we're using billboards, traded radio and TV time and impact racks to promote.