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.
- 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
- 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