To get a bigger piece of the newspaper market share, Idaho Press needed help converting Idaho Statesman readers and reaching new readers in the growing Ada County population.
We helped Idaho Press develop a new identity that better captured the target market. We changed their name, and developed a logo that is contemporary, unique, and simple. We also helped them develop a new tagline, “Local news worth holding,” to underscore their dedication to using local reporters to cover local news. We also loved the idea that you can both “hold” a newspaper and metaphorically “hold onto” memorable stories.
Within three months of launching the campaigns, the Idaho Press was far exceeding expectations. Idaho Press reached their 6-month goal for new subscribers in just 2 months. Hell yes. Overall sales of the Idaho Press continue to be up across the board and the campaign flighting has been correlated to a measurable increase in new subscriber counts. In less than a year, Idaho Press circulation numbers had increased by 39%.