Criminal justice news service APB News.com launched a national consumer
advertising campaign designed by Bozell Kamstra
with initial billings estimated at $20 million.
The online and offline marketing strategy is based on the insight that
people are tired of getting crime news and information on important safety
issues with more of the media spin and less of the hard facts.
The tagline “You have The Right To Know,” touting behind the scenes look at
police reports, testimony and government documents.
“This campaign tells people that
APB is the first news organization exclusively covering crime, justice and
safety — credible, relevant and comprehensive news from award-winning
journalists across the country,” said Marshall Davidson, APB Multimedia
chairman and CEO.
Media for the campaign will include major market spot television,
Along with consumer and trade press in New York, Los Angeles and San
Francisco. Online advertising will include content-supported banner ads.
APBNews.com launched in November 1998 and is managed by print and television
journalists from a New York newsroom with 70 full-time professionals
(including Pulitzer Prize winner Sydney Schanberg), and more than 130
national correspondents.