New Get Smart campaign makes customers feel special

Article Abstract:

Melbourne, Victoria, Australia-based The Age newspaper needed to handle trade advertising in a targeted manner to bolster revenues by making media buyers, agency representatives and major account holders feel special. Newspaper management therefore launched the 'Get Smart' campaign. The campaign aimed to present the paper in a fresh and approachable light to the target audience. It also sought to define the paper's value as an advertising vehicle while positioning the publication in terms of the competitive media set. The campaign has been highly successful.

Australia

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Thanksgiving advertising page sold with other holidays

Article Abstract:

Texas-based the Lubock Avalanche-Journal featured a creative, colorful, eye-catching advertising page during Thanksgiving 2000. The multiple advertiser-participation page was sold as a three-time buy covering Halloween, Thanksgiving and New Year's Day, with prices per ads declining with each page that advertisers committed to. The project elicited such an exciting response from advertisers that an additional nine-inch X 14-inch page had to be added to the double truck. It generated $3,940 in revenue.

Texas

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