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