St. Louis Post-Dispatch introduces more local coverage and new format via integrated campaign from Advertising Savants

St. Louis, Missouri, September 15, 2005

The St. Louis Post-Dispatch, the daily newspaper for the St. Louis market, has launched an aggressive multi-media effort by Advertising Savants to communicate adjustments to its coverage and format and increase its daily readership base. The campaign communicates the message that the POST delivers more local news in an easier to read format. Creative for the effort leverages the paper’s yellow bag household delivery vehicle as a means of adding personality to the brand and an amusing tone to the advertising.

“Readers and non-readers alike told us they wanted more news about the issues that affect their daily lives,” said John Maher, POST VP of Marketing. “At the same time, readers told us they appreciate an easier to read presentation, so we simplified the paper’s format and reorganized the presentation of local news into sections for specific areas of the market.” The POST consolidated multiple coverage zones into three editions of the paper, with each edition delivering news of specific interest to distinct areas of the market.

Advertising Savants developed multiple television, radio, print and direct marketing executions as well as outdoor messaging and a “feet on the street” promotional effort designed to bring the changes to the paper to life for readers and potential readers. “We sought to build a connection between the redesigned POST and potential readers by demonstrating that the paper is a part of the community, like a neighbor or trusted friend who knows what is going on locally,” said Tim Halpin, agency Creative Director. “When local information is needed, the POST delivers,” continued Halpin.

The advertising campaign leverages the yellow plastic bag that the paper is delivered in daily. “The yellow bag is universally recognized across the market. People see the POST yellow bag in driveways everyday. Our concept uses this brand icon and takes it to new places by giving it a voice and a role in the local market,” said Halpin.

“The personality conveyed by the advertising definitely reflects where we want to take the paper,” said Nancy Long, POST Director of Consumer Marketing. “We have reworked the paper to provide more of the local news that is important to our readers and we want to communicate that the paper is out in the community and can be thought of like a neighbor by our readers. “

Advertising Savants, Inc., was founded in 1991 by Kevin Reardon, Principal/Account Director. Since its inception, the agency has built a roster of clients in consumer products and services, entertainment, education, health care, financial services and business-to-business categories. Advertising Savants has received national recognition for developing outstanding creative work.

For Further Information Contact:

Chris Schlarman Acct. Director
Advertising Savants, Inc.
(314) 231-7900 ext. 25