Magazine article Editor & Publisher

'Chronicle' Puts Money on S.F

Magazine article Editor & Publisher

'Chronicle' Puts Money on S.F

Article excerpt

Even as newspapers across the country are cutting costs and giving up on short-term efforts to improve their products and build circulations, the San Francisco Chronicle has launched a $3-million multimedia promotion campaign and committed itself to boosting circulation of its revamped Sunday paper by 50,000 over the next three years.

The Chronicle's efforts are part of a broad-scale campaign to upgrade its appearance and editorial product at the same time it improves its circulation and ad revenue.

The ambitious program at the paper flows partly from its purchase by the Hearst Corp. last year and the termination of its long-term joint operating agreement with the San Francisco Examiner.

But the Chronicle also is benefiting from the dynamic leadership of John F. Oppedahl, its publisher, chairman, and CEO, working in tandem with Steven B. Falk, its associate publisher, president, and chief operating officer.

The Chronicle's new promotional campaign -- including radio, TV, outdoor, online, and direct mail -- began shortly before the recent launch of the redesigned and editorially enhanced Sunday paper and is expected to last three to six months. …

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