Magazine article Editor & Publisher

On the Edge Going National: New Jersey Dailies Are on a National Campaign to Join the New York Metro Area

Magazine article Editor & Publisher

On the Edge Going National: New Jersey Dailies Are on a National Campaign to Join the New York Metro Area

Article excerpt

The Asbury Park Press and Home News & Tribune have increased national advertising revenues by more than $1 million since launching the Edge, a campaign designed to emphasize their unique -- but often overlooked -- position on the southernmost edge of the New York designated market area (DMA).

"We've never gotten our fair share of the advertising dollars in this market," said national advertising manager Diane Rogala. With an EBI (effective buying influence) of $33 billion, the two papers should be a key buy for any national media planner, she said.

Money magazine just ranked Monmouth-Ocean as the second most desirable place to live in the Northeast, and the third in the country, she said of the two coastal counties. "People who don't know think there's nothing out here beyond the [New Jersey] Turnpike. And there's so much more. We're only 30 miles from New York and 60 from Philly. We're in a major market -- don't overlook us."

"Our three counties are stronger in EBI than some DMAs in their entirety," added marketing services manager Joseph Cavone. "But national advertisers just weren't aware of our position in the New York DMA, the most important in the country."

Together the two papers claim a readership of 1.3 million of the 1.7 million adults who live in the contiguous counties of Monmouth, Ocean and Middlesex and who spend an estimated $26 billion a year, said Cavone.

The area is also growing. On Oct. 24, Gannett Co. finalized its purchase of the Press and Home News & Tribune. The acquisition furthers a series of newspaper sales and mergers that began in 1993 when the Press bought the Home News in New Brunswick. In 1995, the Press added a second Middlesex County paper, the News Tribune in Woodbridge, on the eastern edge of Middlesex County, and merged the two into the Home News & Tribune.

The Edge campaign was created specifically to promote the papers -- and their market -- to the young New York media buyers who drive decisions at advertising agencies.

"We had to be a little, well, edgy, a little quirky, to get their attention," said Cavone.

In addition to print ads, the campaign, which launched in the fall of 1996, included a CD-ROM tided "living on the Edge," written and recorded by staff, and a special event held at the Monmouth Park Race Track titled "Welcome to the Edge," that attracted nearly 100 media buyers.

The campaign features three print ads, one generic and one each for travel and auto advertisers. …

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