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Ad Bureau Hires Ad Agency: Selects W.B. Doner to Develop Print Ad Campaign to Promote Newspaper Use by Advertisers

Magazine article Editor & Publisher

Ad Bureau Hires Ad Agency: Selects W.B. Doner to Develop Print Ad Campaign to Promote Newspaper Use by Advertisers

Article excerpt

Ad Bureau hires ad agency

The Newspaper Advertising Bureau has hired W.B. Doner and Company as its agency of record to develop a print advertising campaign to promote newspaper used by advertisers.

In the past, the Ad Bureau has usually relied on its own creative department to develop material for its ad campaigns.

"W. B. Doner came to our attention through their highly visible work for the Baltimore Sun," said Leonard Forman, Ad Bureau president in a statement released by Doner, "specifically, the incredible results they were able to generate for the Baltimore Sun's |Steal a Share' campaign."

The new Ad Bureau campaign "is designed to position newspapers as an integral part of any media buy, and to get out the message that without buying newspapers, advertisers will miss a prime part of their market," said Doner's Nancy Knox, account manager for the campaign.

The campaign, designed by Doner's creative people, will be introduced in Vancouver the week before the American Newspaper Publisher Association's conference, Knox said.

Previewed at last summer's International Newspaper Advertising and Marketing Executives (INAME) meeting, the Ad Bureau board recently voted to adopt the campaign and invest $250,000 of the Ad Bureau budget in the effort, sources close to the board said.

This is the first coordinated advertising effort by the Ad Bureau, which has not run a campaign of this kind since 1987. At that time, the promotion ads were created by the Ad Bureau creative department, cosponsored by INAME and funded in part by donations of space and money from Ad Bureau members.

The campaign is aimed at advertisers and agencies, said Gerry Rutkowski, Doner media supervisor. In addition, a kit of all in-paper material designed to be picked up and customized by individual newspaper will be available through the Ad Bureau, Knox said.

The ads will be placed mainly in advertising trade publications, and industry-specific publications across the country. An exact media plan is still in progress, but Knox said some vertical trade publications might be included.

"If, for example, we decide to target the auto market, we may run in Automotive News," Knox said.

Some of the larger major daily newspapers may also be asked to donate space and run the ads, although it has not been confirmed which ones will be asked.

The much-touted 1988 Baltimore Sun "Steal a Share" campaign featured a series of in-house ads with the theme, "The market you're looking for is reading the same paper you are. …

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