2020 Finalist

Supporting Local Journalism

Newsday

Melville, United States

Category Best Idea to Grow Digital Readership or Engagement

Media associated with this campaign

Overview of this campaign

Newsday Consumer Marketing created a cross-platform campaign to increase awareness of Newsday’s hard-hitting local and investigative journalism that helps make Long Island a better and safer place to live. With giants like Google and Facebook dominating the advertising market, news organizations have been concentrating on showcasing the value readers get from their subscription, thus, putting faces to the coverage that shapes their lives and informs them of important information.

This campaign also showed our reporters and coverage that sparks change, resonates with readers and causes the powerful on Long Island to act. Our journalists are out in local neighborhoods, attending board meetings, at crime scenes and in county courthouses and serve Long Island as an essential force in local democracy to hold leaders accountable.

Engaging our readers through the eyes of our reporters strengthens our subscribers’ connection to the brand and our journalists to the communities they cover. This campaign combines important topics with the authority (Newsday) that gathers and disseminates the right information.

The need to support local journalism is important now more than ever, and our enterprise and investigative reporting fills a demonstrated need among our subscribers that want accurate, in-depth and fair coverage.


Results for this campaign

RESULTS OF THIS CAMPAIGN

Our weekly online promotions included digital ads featured on the Newsday homepage and section front takeovers, plus sponsored ads on Facebook. Sponsored ads received a combined 1,023,073 impressions on Facebook 386,720 people. 

In addition, we produced five weekly :60 and :30-second TV commercials that aired across Optimum TV Networks, select streaming services, and Newsday.com. **Our video commercial landing page received 12,804 page views over one month.

:30-second radio commercials aired on local stations via Connoisseur Media (CM), a local radio station group. Featured reporter Jim Baumbach spoke on-air with CM about supporting local journalism and helmet safety coverage during his portion of the campaign.  

Additionally, we designed five custom email blasts promoting each reporter/coverage with a click-through to our newsday.com/journalism landing page. These email blasts were deployed to more than 120,000 subscribers every week for five weeks, averaging a 20 percent open rate. 

***Reader survey results for this campaign showed an average 49 percent of respondents felt local journalism would be threatened or disappear if readers didn’t subscribe. Furthermore, an average of 52 percent believed paying for news provided better coverage, while 61 percent felt Newsday made Long Island a better place to live. 

 

Sources:

**Adobe Analytics

 ***Newsday audience surveys/research

 


Contact

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