Magazine article Editor & Publisher

Not Bionic, but 6 Million Dollars Nevertheless: Washingtonpost.com Launches AD Campaign Blitz

Magazine article Editor & Publisher

Not Bionic, but 6 Million Dollars Nevertheless: Washingtonpost.com Launches AD Campaign Blitz

Article excerpt

At a time when many newspapers remain uncommitted to the Web, The Washington Post is launching the largest ad blitz ever for its Internet site, washingtonpost.com, with a 6-million dollars promotional campaign that will blanket coverage-area media with spots promoting the site as more than just an online version of the Post.

"It truly delivers on the brand messaging," said Greg Eckstrom, vice president, marketing, for the 3-year-old Web site. "Consumers have told us that they see washingtonpost.com as the newspaper online, but it is far more than that. We are trying to get that across to them."

Eckstrom said the goal is to highlight elements of the Web site not found in the print version, such as entertainment listings, City Guide, interactive classifieds, online discussions with Post staff, and up-to- the-minute stock and weather reports. "We are 24/7 and constantly changing," he said. "And we have the ability to help users find whatever they need."

The multimedia approach began with broadcast and outdoor ads Oct. 4, Eckstrom said. He said the campaign will run for six months, with a heavy emphasis during the last quarter of 1999. …

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