Magazine article Editor & Publisher

Lee to Tout Newspapers in Local Campaigns

Magazine article Editor & Publisher

Lee to Tout Newspapers in Local Campaigns

Article excerpt

Community newspaper publisher Lee Enterprises Inc. is preparing to roll out a campaign reassuring advertisers -- and employees -- in its local markets that its papers are not dying out.

"We're also launching a public relations campaign for employees and advertisers to counter the continuing, irrational negativity about the future of newspapers," writes Mary Junck, chairman, president and CEO, in a letter to Lee stockholders. "The campaign will be locally focused and tailored to each location."

The campaign will have the tagline "First. Best. Today. Tomorrow," Junck said. A Lee spokesman said materials for the campaign, likely to be launched in September, are still being developed and aren't ready yet for public disclosure. But Junck lays out the talking points of the campaign in the shareholder letter commenting on the chain's fiscal third-quarter performance, which was filed Monday with the Securities and Exchange Commission.

The first of the key points, she writes, is that "our audiences are huge and growing," with Lee newspapers and Web sites reaching "up to three-fourths or more of adults in our markets."

Lee is also emphasizing that its newspapers appeal to younger age groups. …

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