'Journal-Constitution' conducts awareness effort for redesign

ATLANTA: The Atlanta Journal-Constitution is conducting a consumer awareness effort for its print redesign at a time when many newspapers are in danger of closing.

ATLANTA: The Atlanta Journal-Constitution is conducting a consumer awareness effort for its print redesign at a time when many newspapers are in danger of closing.

The newspaper is promoting its print makeover, which debuted April 28, to national wire services and media trade outlets, as well as regional radio and television outlets and bloggers, said Jennifer Morrow, external communications manager at the Journal-Constitution.

She added that the newspaper has also reached out to consumers directly via the AJC Conversation blog.

"We definitely know that we're unique in that we're investing in the brand by investing in the campaign," she said.

Additionally, the newspaper also conducted outreach to advertisers prior to the redesign, gathering their input on providing a better platform for ads.

In recent months, Hearst closed the print edition of the Seattle Post-Intelligencer, while the EW Scripps Co. shuttered the Rocky Mountain News entirely. The New York Times Co. has threatened to close the Boston Globe if union concessions are not met. The Journal-Constitution had cut about 30% of its news staff in March.

The newspaper is concurrently running a marketing campaign, called "Unplug. It's Sunday," promoting its Sunday edition as a ritualistic part of the weekend. The ad campaign features radio, print, and outdoor advertising, as well as a direct mail effort. The media outlet, which hired digital advertising agency IQ Interactive for the campaign, also launched a microsite for the ad segment of the effort.

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