Germany: Newspaper publishers launch image campaign
«Newspapers. Read to understand» is the slogan under which ads featuring a total of 40 designs will be placed in German newspapers starting December 15. Commercials are also planned for electronic media.
"The newspapers. Who reads, understands" is the slogan under which advertisements with a total of 40 motifs will be placed in German newspapers from December 15. Spots in the electronic media are also planned. The campaign will run until March 2007 and was designed by Ogilvy & Mather Frankfurt, as reported by Werben und Verkaufen. The newspapers want to draw attention to the importance of the printed word against the backdrop of rapid media change. The main aim is to emphasize that the newspaper is the number one journalistic medium. The newspaper should be presented as a source of information, but also as a medium that enables people to be active members of a democratic society. In Germany, 77 percent of all Germans over the age of 14 regularly read newspapers. With 27 million copies sold daily, the German market is the largest in Europe and the fifth largest in the world.
