Campaign measures up

Article Abstract:

The Houston Chronicle of Houston, TX, found that its advertising effort dubbed Touch the News that Touches You was effective due to its touching messages and sincere stories. The campaign, which was launched in April 1997, was based on the results of an earlier consumer research poll which is established to determine the extent of the publication's image lift. Lift was produced in categories, namely that the belief that the newspaper is the top supplier of advertising and extensive coverage, computer and technology items, and education and literacy program. The data also showed that Chronicle is highly regarded by youth in the difficult 18-to-34-year-old bracket and nonreaders.

Research Findings, Public affairs, Campaign Effectiveness, Consumer Attitudes, Houston Chronicle Publishing Co., Houston Chronicle

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Clear vision for millennium

Article Abstract:

The Times Record News has increased its advertising sales by almost 100% and volume to 4,000 inches after adding four interactive Millennium sections in February, June, September and November 1997 in its Vision 2000 section. The four sections, one of which will focus on women's stories and ideas with a historic outlook, was formulated to secure enough advertising to support its venture to discuss life in Wichita Falls and nearby communities in Kansas, to raise sales from advertising in its first quarter, and to raise single-copy sales. After the success of the sections, the paper gave bonuses and cash prizes to its creative services staff.

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The branding of Orlando

Article Abstract:

The Orlando Sentinel Communications has repositioned itself as a trusted brand for delivering information about Central Florida in print, on air and online. The branding effort is manifested in the company's "brand essence" and "brand positioning" statements. In sum, the statements tell the consumer and advertiser that the company is no longer just a newspaper publisher, but a growing portfolio of business extensions and diversifications. The effort has already begun to generate results as the newspaper's classifed ad revenue rose to record-breaking levels.

Orlando Sentinel Communications

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