NEW YORK: The New York Sun has hired Stanton Crenshaw Communications to craft a PR strategy to complement a new $800,000 advertising campaign.
The double-pronged PR initiative aimed at consumers and advertisers is based on the tagline, "Expect a different point of view," which is in part a nod to the daily newspaper's right-of-center editorial page.
The push comes as The Sun celebrates a 40% growth in circulation over the past few months. Unaudited figures show circulation is around 25,000.
When it launched last April, the paper was met with skepticism. Many observers said that with three dailies, New York's newspaper world was flooded. But William Kummel, The Sun's COO, said the paper uses the strong market to its advantage.
"Our readers are serious readers of newspapers seeking multiple points of view so they can arrive at their own," Kummel said.
He said the PR campaign will focus on calling attention to The Sun's typically affluent and educated readership, as well as establishing a place for the paper in the marketplace of ideas.