Pittsburgh Post-Gazette – Strategy
The Post-Gazette had some big news, but would advertisers bite?
To combat shrinking circulation numbers and a reduction in printed papers, the Post-Gazette sought to expand its digital customer base by introducing a new app called NewsSlide. Before launching it, they wanted to gauge the receptivity of advertisers in order to develop messaging that would resonate with this critical revenue stream. We conducted in-depth interviews with ad executives at both regional and national companies to understand their perceptions, beliefs and attitudes about NewsSlide. We then used these insights to develop multi-faceted marketing campaigns that made headlines with both consumers and advertisers.