12B. “Support the Free Press” subscription campaign

B. “Support the Free Press” subscription campaign: In a national climate of “fake news” accusations, The Seattle Times “Support the Free Press” subscription campaign highlighted the value of a free press as vital to democracy, worth supporting financially. The campaign was stark and simple in design to focus attention on simple, provocative statements promoting The Seattle Times’ unique position as one of the last remaining independent daily newspapers in the United States. The campaign debuted in the spring with full-page newspaper ads, billboards, transit advertising, newspaper vending racks, public radio PSAs, digital banner ads, email and social media, targeting Puget Sound residents with a call to subscribe in print and online. It resonated strongly with our audience, resulting in a significant surge in new subscriptions. In customer surveys, “supporting local journalism” emerged as one of the top reasons for subscribing. The campaign was so successful that we ran it again in the fall.

RETURN TO CATEGORY PAGE