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  VehixTV
Salt Lake Tribune
Can a newspaper in a 10-year decline learn something about marketing from the TV networks?

Historically, newspapers have been marketed as one big brand for all news, information and lifestyle interests. But today's consumer, facing a proliferation of media and information sources, looks at newspapers not as a whole but as "programming" components. Sections of the newspaper each have their own audiences, just like TV programs. So we invented a strategy that linked cable programming with newspaper "programming." Larry King Live audiences saw TV spots featuring the Trib's columnists. CNBC Morning Update audiences saw TV spots about the Trib's business section. Movie audiences saw TV spots focused on the Trib's entertainment section. Food Network's Iron Chef audiences learned about the Trib's food section.

Our data-driven segmentation strategy, in short, created a logical path for consumers and married two similar media usage habits, increasing readership by 6% overall — more importantly, by 12% among professional college-educated adults, and by 14% among residents living in Salt Lake City for fewer than three years.



     
   

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Morey Evans Advertising is a full service Denver ad agency, focused on branding, advertising and consumer engagement. We are a leading Denver ad agency, helping clients invent new ways to reach, engage and foster relationships with key audience segments through innovative advertising solutions. Our integrated approach to advertising delivers value through unconventional thinking, business savvy and buttoned-up execution. No other Denver advertising agency creates more success for national, regional and local brands or offers specialized marketing practices, like experiential and grassroots marketing, digital content management and distribution, and branded entertainment development.
 
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