Case Study for Agency
03-1012157-279

Client: The Daily Southtown
- South Chicago daily newspaper, formerly owned by the Pulitzer Company
- “People Up North Just Don’t Get It” Ad Campaign

Objective: Retain circulation and build subscriber base during
transition of the paper from afternoon to morning. This also included
changing name of paper from The Southtown Economist to The Daily
Southtown.

Strategy: Build a unique position for the paper as South Chicago’s own
daily paper and instill pride in the readership.

Target: Adults 25-54 living in South Chicago region

Tactic: Develop awareness ad campaign with themeline:
“People Up North Just Don’t Get It”.
This line played off the friendly rivalry between North and South
Chicago and became a rallying theme for the campaign.

Developed accompanying subscriber direct mail program that would tie
subscribers into the franchise for longer subscription period of 26 or
52 weeks vs. the 13 week trial subscriptions that had been marketed in
the past.

Results: Advertising campaign was the most award winning in the
agency’s history including a national EFFIE award and numerous awards
from the Newspaper Association of America. More importantly, the direct
mail program converted 50% of current 13-week subscribers to the 26/52
week program. Overall circulation of the paper increased 10% in the
first year of the campaign.