Sex sells everything else so why not newspapers?


The Newspaper Association of America has launched an advertising campaign designed to promote the value of newspaper media.

The “Smart is the new sexy” campaign celebrates the distinctive editorial, advertising and community attributes delivered by newspapers.

Newspaper ad campaign

As part of NAA’s campaign, this information is highlighted at

• More than 163 million U.S. adults read a newspaper in print or online in the past week. (Scarborough Research, 2011)

• Local newspaper websites rank first among all local media sources for trustworthiness, credibility and being most informative. (“Site Matters,” comScore, 2009) 

• Newspaper advertising, in print and online, is cited by shoppers as their top choice for planning shopping and making purchasing decisions. (“How America Shops and Spends,” Frank N. Magid Associates, 2011)

• Eighty percent of U.S. adults who contributed money to a political organization in the past year have read a newspaper or visited a newspaper website in the past seven days. (Scarborough Research, 2011)

• More than 70 percent of small business owners and more than 74 percent of those in management have read a newspaper or visited a newspaper website in the past seven days. (Scarborough Research, 2011)

• Newspaper media reach 81 percent of households earning $250,000 or more in the average week, and more than 77 percent of households earning between $100,000 and $249,999. (Scarborough Research, 2011).

Three different ads leverage a blend of engaging illustrations and entertaining anecdotes to reinforce the value of newspaper media among existing and prospective consumers.

Highlighting the multiplatform experience that is today’s newspaper, QR codes and digital prompts link audiences to a campaign Web page,, where they are encouraged to share their own connection with newspapers through social networking tools like Twitter and Facebook.

Initially, ads will run digitally and in print for six weeks in more than 1,000 newspapers, reaching an estimated 70 percent of U.S. adults, subscribers and nonsubscribers, an average of seven times.

To participate in the campaign, newspapers can download print and digital ads at

“The newspaper brand remains very strong in the hearts and minds of consumers,” said Caroline Little, NAA president and chief executive officer. “The campaign speaks to the many reasons people value their newspapers.”