Monday, May 16, 2011

A Little Depth Looks Great on You

The Star Tribune has been running this ad for the past week or so.

Full-page newspaper ad with graphic cartoony illustration, headling Smart is the new sexy
Given its design aesthetic, I'd say it's an appeal to young audiences.

Close up of the copy from the ad
The small type at the bottom says: "BE ABLE to find Iran on a map. Know what the city council's up to behind closed doors. Find out how to make a Peanut Butter Icebox Pie from scratch. Get it all in the newspaper -- online or in print. Because a little depth looks great on you. PRINT DIGITAL TODAY TOMORROW"

It's an odd duck, this ad.

If young people were reading the paper enough to see the ad, the ad wouldn't be necessary. Plus, two out of the three examples given (finding Iran on a map and making a pie) are things any web user could find in one second via Google. And the third example -- which is one of the most valuable roles of the local newspaper -- is less likely to be valued by the average young reader.

Seeing the page was a fresh recognition of the decline of the newspaper medium, highlighted in hipster art and four-color printing.

1 comment:

Blissed-Out Grandma said...

You're right, they haven't really sold the best things that newspapers have to offer. Wonder whether they've done any market research lately?