Client: Media General

Overview: RIchmond Times-Dispatch sought new ways to create revenue and relevant content. Result was creation of two profitable advertorial/editorial hybrids that increased ad buys among local businesses and improved readership and brand awareness among younger readers.

Challenges: Declining readership among younger readers and declining ad sales.


Lauren has a knack for picking the right items. Every time we were featured in an advertorial, we’d sell out of that product the same day.
— Manager, South Moon Under

Solutions

Richmond CHIC

  • Co-created inaugural advertorial/editorial hybrid one pager in main section of newspaper
  • Creative direction of magazine-style layout of weekly Sunday style column
  • Editorial selection of items
  • Resulted in rapid sales of featured items 
  • Encouraged local advertisers to use newspaper for other advertising needs
  • Grew readership in younger demographic

Celebrations

  • Co-created inaugural advertorial/editorial/announcements section of paper
  • Drove sales of advertorial buy among local businesses
  • Created content and imagery for magazine-style features 

Read about our other projects 

Book an appointment with Lauren