In a time when trust in media is paramount, Newsday embarked on a journey to humanise the newsroom.

The Newsday Journalist Campaign wasn’t just about headlines. It was about the faces and voices behind them. In a landscape inundated with content, the campaign aimed to cut through the noise and foster trust, transparency, and a personal connection with the community.

At its core, the campaign sought to bridge the gap between journalists and readers, positioning the Newsday team not as distant personalities but as relatable Long Islanders.

Newsday deployed a strategic effort to deepen engagement and loyalty while setting Newsday apart from competitors. The concept was simple yet profound: Showcase the people behind the bylines and videos, making them as familiar as a neighbour you’d bump into at the supermarket.

To achieve this, Newsday’s consumer marketing department, in collaboration with the newsroom, crafted 40 profiles as a window into what drives our passionate reporters and editors. These profiles, hosted at newsday.com/journalists, weren’t just static pages; they were dynamic narratives, complete with first-person bios, professional portraits and captivating videos.

Through these multimedia presentations, viewers gained insight into the people driving the stories, understanding not just what they report, but why they report it.

Meet the journalists

Newsday leveraged a multi-platform approach, ensuring maximum visibility and impact. From print to digital and TV to radio, the campaign made its presence felt across multiple channels Long Islanders turn to for news and information.

Full-page ads in the print edition of Newsday, digital ads on Newsday.com, and strategically placed commercials on CTV, OTT, and pre-roll channels ensured the message reached audiences far and wide on Long Island.

One of the campaign’s key strengths was its authenticity. By showcasing journalists in their natural habitat, whether through work-environment-focused portraits or behind-the-scenes footage, Newsday peeled back the curtain, inviting readers into the inner workings of our newsroom. This transparency bolstered trust and demystified the journalism process, empowering readers to feel a part of the storytelling journey.

Bonus benefit

What we didn’t plan for was the profound impact the promotions had internally. It boosted morale amongst our staff and instilled a greater sense of pride and purpose in the newsroom.

The campaign was about community building and authenticity. By highlighting the diverse voices and perspectives within the Newsday team, the campaign celebrated the rich fabric of Long Island’s populace. In doing so, it resonated with readers and served as a testament to Newsday’s commitment to representing the people it serves.

In the long term, the campaign’s success would likely create a halo effect on subscription and audience performance as Long Islanders connect more deeply with our journalists.

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