Rewriting the story
As part of the launch, the NMA wanted to implement an aggressive media relations and content marketing strategy focused on changing the public perception of the print and digital newspaper industry. They hoped to convey to the advertising community that newspapers remain a worthwhile investment and to readers that they are trustworthy in a world of “fake news.”
Empowering a challenged industry to support and disseminate a new, positive storyline is no small feat. Engaging with the NMA’s marketing team, we developed a strategy to reach consumers in compelling ways and engage organization members in publishing our positive perspective – exposing newspapers’ fresh, confident new narrative.