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Circ campaign (Tagline ideas (This is your call to action. (This has nice…
Circ campaign
Tagline ideas
This is your call to action. 
This has nice legs for B2B, though it's been used by other organizations.
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In the forest, see the trees.
Investigative journalism, big picture v. details. Also because Oregon.
News that matters — free of distraction.
No distracting banner, video or rich media ads. Just straight news.
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Whatever your politics, make your news independent.
More news, less paper.
Gives us opportunity to talk about how we produce way more news than will fit in the paper each day, dissociation of product from brand/quality of journalism.
Locally sourced journalism, just 99 cents a week.
Shouldn't your news be local, too?
Words over an Oregonian image of farmer's market, UO/OSU football game, strolling in one of Portland's shopping districts, Oregon beers/tap handles at a pub, etc.
Use images to anchor the promotion to a specific section (A&E, business, sports, food & dining, real estate, etc.)
When time is of the essence, don't waste it on rumors.
Because not everything on the internet is true.
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Qualities
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Local / community-oriented #
Established / part of your routine #
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Tones
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Excuse me, you need to pay for that #
History as it happens/Because we're there, you can be, too
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Journalism quotes
"In America, the president rules for four years, and journalism reigns forever and ever." #
"If journalism is good, it is controversial by its nature." #
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Challenges
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Previous campaigns have been heavily promoted product (here, we're hoping to cash in on brand affinity and need for local, trustworthy, independent journalism)
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