Chicago-based Newcity.com, a recently launched portal
site linking content from a national network of 45 alternative city and
content Web sites, launched its first consumer advertising campaign.
Designed to drive traffic to the site, the in-your-face campaign, created and
placed by Chicago-based McConnaughy Stein Schmidt Brown, will appear online,
in print and on posters. Billings are estimated at slightly more than $1
million.
Our favorite line from the campaign: “At what point in the history of
journalism did “trust” become synonymous with “great hair?” Hey, they’re
“alternative” sites, remember?
Banners of all five ad executions will rotate on Salon, Snap and the Rolling
Stone Network from April 15 through May 15. Banners also rotate on all 45
sites affiliated with Newcity.com for the rest of the year.
Posters will appear at various locations in New York, Chicago, San Francisco
and Philadelphia, Each weekly alternative publication that is a companion to
the 39 Newcity.com city Web sites will run 10 pages rotating the executions.
A full-page execution will run in the upcoming issue of Granta, a quarterly
literary magazine.
“Newcity.com truly is an
alternative to the ever-consolidating mass media,” said McConnaughy Stein
Schmidt Brown’s Dave Loew. “It’s underdog attitude and
unusual perspective gives us a great ‘David vs. Media Goliath’ story to tell.”