Our current campaign to increase circulation penetration is aimed at infrequent readers in the age demographic of between 25 and 45, and we feel there is a good mix with what NAA has given us. While building an image via advertising takes time, NAA executives expect that after three years the campaign will achieve measurable success in improving awareness, imagery, circulation and advertising. An ad-awareness test under way in four markets will measure results for the initial seven weeks of the campaign, and NAA has urged participating newspapers to submit tear sheets from their national and local efforts. And at least as important, for our advertising customers, it will show that newspapers are stepping up and supporting their industry. While newspapers have been called the first rough draft of history, they also provide young people with a valuable resource for the future.
Publishers expect the industry campaign to help assure their newspapers' futures, too.
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