The Chicago Sun-Times: The Blank Page

Newspaper The Chicago Sun-Times acquired new subscribers through an unconventional appeal to its younger audience.

Campaign details

Brand: The Chicago Sun-TimesBrand owner: Sun-Times Media GroupAgency: Ogilvy ChicagoCountry: USA

Market background

As with most printed news publications, The Chicago Sun-Times, the oldest continuous newspaper in Chicago, had subscriptions in decline. To help increase revenue, it needed to not only boost its print subscriptions, but also its new digital subscription platform. It needed a memorable way to do this, all the while standing out amongst the other newspapers.

Challenge and business objectives

The Chicago Sun-Times was losing subscribers at an alarming rate. It needed to slow the loss of print subscribers,...

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