Category Archives: Promotion

Write the future

If you haven’t yet seen this 3-minute Nike epic, watch it now.

Starring international soccer superstars Didier Drogba, Wayne Rooney and Cristiano Ronaldo, the video has broken the record for attracting the biggest viral audience in the first week of a campaign, with 7.8 million views, according to Ad Age. Ten days from launch, its YouTube count alone is about 10 million.

This is great stuff, which, after all, is its point.

Worst newspaper campaign, ever

Maybe not.

But this commercial proclaims itself the “Greatest ad campaign ever!” … and the NYS Press Association, whose own newspapers-are-great campaign is also anything but, concurs, urging its members to listen up.

This is a great spot — but does it sell us on newspapers, or illustrate why newspapers are beside the point?

Here’s one of the comments under YouTube’s post of this video:

The irony is I first read about this on Google Reader after some people I were following recommended it and I ended up watching it on a social media site.

And other:

Doesn’t this ad prove that social media work better than old fashioned regular print campaigns?

And this:

If print was the most powerful way to reach the target audience, why bother making a video about it? Seems like an effective, disruptive, viral video to me, that contradicts what it says at the end. It’s a clever ad for the agency as a “pattern interrupt” in this case.

For more comments, click here.

It’s just very sad

I don’t have it in me as the sun sets this Friday for a fresh rant about the $4-million well-intentioned but wrong-headed newspapers-are-alive-and-kicking campaign engineered by the New York Press Association. I said my piece on Feb. 23 (Hey, Opie — in New York, the newspapers think it’s the 1950s. Let’s put our pop in a sack and ride the Chevy to the levy and gaze at the stars) and on Feb. 18 (Promoting the walking dead).

[UPDATE: Click the Feb. 23 link and scroll to the bottom to read fresh comments posted March 31 through April 2.]

Today, Andrew Sullivan’s Daily Dish on the Atlantic put this ad from the campaign under a “Creepy Ad Watch” headline.

Sullivan quoted Copyranter:

New York City residents, your local papers want you to know that, while, yes they may be mortally wounded by digital news sources and even stupid blogs that break the big stories before they can, they’re not going down without passive-aggressively making you feel guilty as hell about their demise. That “Told ya” is just so preciously fucking childish.

And Lindsay Beyerstein on BigThink said this:

Print is officially dead. I held out hope longer than most, but I knew it was all over yesterday when this ad appeared at my New York City subway stop. …

This ad perfectly distills the ineptness of the newspaper industry. An unidentified group of managers at community papers pooled their last remaining dollars to hire an advertising agency to build a campaign around the idea of “Nobody loves us, but we told you so.” The money they spent guilt-tripping their readership could have funded coverage said readers actually care about.

Click on Coney Media’s Feb. 23 post to see the other ads in this series.

Campaigning for British readers

With circulation and ad revenues tanking industry-wide, some might think that Rupert Murdoch’s English Sun — along with the rest of the newspaper industry — is setting.

But Murdoch’s News International won’t slither quietly into the night, and is putting up a fight — using its marketing heft to stick a finger in the dike and block the outward flow of readers and fetch some more.

MediaWeek UK reports that the tabloid Sun is coupling a new ad campaign promoting its star columnists with a price drop — from 30p to 20p — in a key market area:

Rob Painter, marketing director for The Sun, said: “At The Sun we pride ourselves on investing in great writing talent that sets us apart from the crowd.

“By showcasing our columnists in this way, we can remind readers of the fantastic market-leading content they get every day in The Sun, for only 20p.”

In the most recent quarter, News International parent company News Corp reported that its UK newspaper group —  which includes The Sun, The Times, News of the World and other properties — saw circulation revenues fall five percent on flat ad revenues.

At The Sun — News International’s most popular newspaper — circulation dropped 3.6 percent to 2,972,763 in its February audit, MediaWeek said.

RERUN: Here’s The Sun’s we’re-better-than-the-Internet commercial from last year:

Hey, Opie — in New York, the newspapers think it’s the 1950s. Let’s put our pop in a sack and ride the Chevy to the levee and gaze at the stars.

The NY State Press Association is distributing six ads in its campaign to resurrect the fortunes of its member newspapers. MAYBE these ads — all attractively composed by Korey Kay & Partners — will click in rural Upstate, but they won’t wash in ANY urban area, especially New York City.

As I reported last week, this is a well-meaning effort by a well-meaning organization. Too bad it doesn’t work.

This trooper’s not NYPD, the highway is pure rural (maybe even desert-like), the car’s nothing like the Minis, minivans and SUVs that populate the urban landscape. And we all know how youngsters in Brooklyn and the Bronx pine for the coming of the carnival in that big lot at the far end of town. Holy cow!

A pickup truck in a lake is as pure a New York City as can be conjured, and its newspapers are great “advocates for change” — change, like building new bridges (over troubled waters) and more highways. (I am joking!) As for those broken sidewalks, most city weeklies gave up that kind of advocacy years ago (although a few — the Brooklyn Star with its filthy lot of the week photo — comes to mind).

These last two have possibilities. Some New York City weeklies actually respect military service and still use those Army press releases as filler; others would never use them. Beyond that, coverage of “boys making good” in the military or elsewhere is rare in the New York City press. The one ad that clicks — meaning it’s “feel good” and harmless — is the last one, “Community news. Un-decaffeinated.” Using a quiticential quintessential New York City image — the Greek diner coffee cup — is a nice touch.

— Ed Weintrob