The AJC launches marketing campaign highlighting competitive strength in marketplace
ATLANTA (June 5, 2009) – This week, AJC Media Solutions launched a marketing campaign, affirming the No. 1 audience position in the Atlanta market for The Atlanta Journal-Constitution and ajc.com
.
The campaign is based on audience data recently released by Scarborough. A national research firm, Scarborough Research is considered the leading resource in local market information. The campaign recently launched to coincide with season finales of some of the most popular television shows.
The first wave of the campaign will be focused in print, and over the next six weeks, digital, direct mail and e-mail marketing campaign components will launch. The second phase of the campaign will target key categories of business and focus on the shopping data from Scarborough. This research reinforces consumers' preference for the AJC as a destination for product information and savings, and the AJC's ability to effectively target and reach consumers.
The campaign uses visual comparisons to emphasize the audience reach of the AJC and ajc.com relative to other competitive media outlets, such as local TV, radio, Web sites and top-rated prime time television shows. The campaign highlights the following facts:
- ajcSunday reaches more than twice as many Atlantans as the top-rated television show, American Idol.
- ajc.com delivers a larger audience than any other local media Web site. In fact, almost twice as much as its closest competitor.
- More Atlanta consumers are prompted to make a purchase after seeing an ad in the newspaper than any other local source.
Audience data reflected in the campaign also illustrates how ajcSunday delivers one of the largest audiences in Atlanta, by drawing relative comparisons between the AJC's reach and popular Atlanta venues. For example, one ad illustrates how each week ajcSunday readers could fill Turner Field 30 times over.
"As a full-featured media solutions provider, the campaign will center around all three of the distinct platforms the AJC offers - print, digital and direct mail." said Vice President of Marketing, Amy Chown. "This campaign tells the story of our reach and dominant position in the marketplace as the leading advertising source," Chown added. "We have a bold, positive and confident story to share, not only with our advertisers, but with our readers. It's important for both to understand our strength in the market."
The campaign was conceived and developed by the AJC's marketing team.
Launched earlier this year, AJC Media Solutions was created to deliver the AJC's advertising and marketing capabilities to advertisers. To learn more about advertising opportunities with AJC Media Solutions and view the ads, you can visit YourAudienceDelivered.com/services/reach-atlanta.html.
About The Atlanta Journal-Constitution
The Atlanta Journal-Constitution is the leading source – both in print and online – of news, information and advertising for metropolitan Atlanta, reaching a total print and online audience of nearly 2.2 million people each week. Every month, more than 2.2 million unique visitors access the newspaper's Web sites, including ajc.com and accessAtlanta.com. The Atlanta Journal-Constitution is owned by Cox Enterprises, Inc., one of the nation's leading media companies and providers of automotive services.
###
Contacts
Jennifer Morrow | (404) 526-5816 | jennifer.morrow@ajcmediasolutions.com
Or
Jacqueline Petty | (404) 526-5714 | jacqueline.petty@ajcmediasolutions.com