News Media Use OOH to Boost Readership

Newspapers and magazines have seen a decline in readership and revenue over the last decade. As they strive to retain readers by rebranding and offering online options, they are turning to OOH advertising to spread the word.

New York-based publisher Hearst launched an OOH campaign for the September issues of four of its core fashion titles: Harper’s Bazaar, Elle, Marie Claire, and Town & Country. The “We Are Fashion” campaign will run for six weeks, starting today and will include New York-centric billboards, airport signs, cinemas, taxi tops, retail displays, and video and signage in news kiosks. Signs show the four covers of the aforementioned magazines, and the one-minute video takes viewers behind the scenes of the shoots found in the September issues.

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Michael Clinton, Hearst Magazines, said the campaign represented a seven-figure investment for the company. Clinton said part of the firm’s decision to roll out a campaign was linked to a realization, six months earlier, that it’s creating News Media Use OOH to Boost Readership more fashion stories in print, digital and video than ever before. Read more in WWD.

The Boston Globe is using the flexibility of digital OOH to drive online engagement. Digital billboards in the Boston market feature real-time headlines currently trending on Globe.com. Along with the current temperature, drivers and passersby are offered timely news teasers and directed to the Globe.com to learn more.

The Wall Street Journal also embraced OOH recently, incorporating it into its media mix for the well-received “Make Time” campaign. Executions appeared in New York subway stations, DC bus shelters, in Tokyo’s business district, on in-flight videos, and in lounges at major international airports.

According to Ad Age, the campaign came as the Journal faces competition not only from traditional news outlets such as Bloomberg or The New York Times, but also fast-growing digital publications such as Business Insider and Quartz. CALENDAR Day-parting digital OOH ads featured the time along with correlating messaging to capture commuter attention.

Last year Time, Inc., the nation’s largest magazine publisher, used OOH to show it connects brands with audiences on multiple platforms. OOH ads appeared in targeted locations in New York, Chicago, and Los Angeles.

Read more in Ad Age. News media has long recognized the value of OOH. In 2009, The Economist won the OBIE Best of Show for it’s multi-format OOH campaign.

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