LOS ANGELES, April 11, 2005 The Los Angeles Times announced today that it is investing more than $10 million during 2005 on a comprehensive consumer marketing campaign to increase circulation and readership. The program kicks off with a new $2.5 million advertising campaign that started March 28, inviting Southern Californians to “Find yourself in The Times.” An additional $8 million is being spent during the year on database/direct marketing targeting new readers.
The advertising campaign uses multiple media channels including radio spots on 13 stations; television, in-paper, online and kiosk ads; direct mail; telesales and customer service outreach. The market-wide advertisements promote The Times’ value as a source of award-winning hard news reporting, authoritative information about entertainment choices, and valuable shopping tips.
“The Los Angeles Times delivers the largest audience in Southern California with an average daily readership of 2.4 million adults and 3.5 million on Sunday. We are highly focused on strengthening this market position,” said Jeff Johnson, Los Angeles Times executive vice president and general manager and incoming publisher. “The new advertising campaign is part of a long-term commitment to quality readership by connecting Southern Californians to the paper’s unique content, relevance and award-winning journalism.”
The Los Angeles Times, a Tribune Publishing company, is the largest metropolitan daily newspaper in the country and the winner of 37 Pulitzer Prizes, including two this year. The Times publishes five daily regional editions, including the Los Angeles metropolitan area, Orange and Ventura counties, the San Fernando Valley, and an Inland Empire edition covering Riverside and San Bernardino counties as well as a National edition. Additional information about The Times is available at www.latimes.com/mediacenter.