Australia: newspaper promotion focused on journalistic work

The Sydney Morning Herald has turned to its journalists for inspiration in its biggest marketing campaign since the Sydney Olympics as it attempts to arrest the persistent declines in circulation and readership that have dogged the newspaper industry. "A new strapline - "Start a Conversation" - replaces the existing five-year-old "Tomorrow's Paper" line as publisher John Fairfax Holdings makes the paper's varied journalism the hero of the campaign which will run for the next 18 months in a variety of media. The idea behind the advertising campaign is to feature separate headlines from the paper, joined together in often intriguing couplings, in order to promote debate."

Source: Sydney Morning Herald