Thursday, November 13, 2008
Can't the NAA think up a new campaign
If you've been perusing the ad trade sites lately, which I have, you may have seen that the Newspaper Association of America is running its ad campaign again, touting newspaper as "the multi-medium" and linking to this site, full of facts and figures that, we can only assume, assure the reader that newspapers, in fact, rock. The good news is that the campaign considers a newspaper to be not just the paper it's printed on, but the entire product, including digital. The bad news is that with newspaper armageddon all around, it would be reasonable to launch a campaign that everyone hadn't already seen before, and this campaign is at least a year old. My first response to seeing it was, "Oh, that campaign again" and then I realized that the newspaper has to find something new to say. I assume the data you get at the click-through is updated from last time the NAA ran this campaign, but most of us don't have the time or inclination to find out.