San Francisco Examiner

The San Francisco Examiner had an identity crisis. This century old San Francisco institution had gone through too many changes too fast. Ownership changes, format changes, and business model changes all contributed to a general lack of understanding in the Bay Area as to what the Examiner of today was. Our solution was to define the product distinctly, and launch a newspaper-based ad campaign to educate the readers on the paper’s position in the market, and generate a smile along the way. The results are fresh and still coming in. Early responses have been specifically from advertisers, who have been hugely supportive.