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The Baltimore Sun is another paper launching a marketing campaign - this one in the hopes of convincing light readers to read more.
Like the ads that will run for the Newspaper Association of America beginning in April, the Baltimore Sun ads focus on the online as well as the print publication.
People read the Sun in different ways - online, print, or both - and the ads are designed to take advantage of that, according to Linda Yurche, director of marketing and communications at the paper, writes Editor & Publisher.
The campaign is costing the paper about $700,000, not including ads in its own properties. Ads are running in the newspaper, online, on the radio and on billboards. The last campaign for the Baltimore Sun was three years ago.
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Should…
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