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A new overarching campaign comprised of our general product marketing and acquisition efforts was launched in early 2022. In the next iteration of our “Essential. Dependable. Local. “ series, I created a series of product images for all of our markets to utilize in our designs to showcase the range of digital product offerings to our readers. An additional component to this campaign was a digital nurture print ad series to engage with our print subscribers.

Digital nurture print ad series

We launched a series of print ads to target our print subscribers to nurture their use of the digital component of their subscriptions. Since our markets ceased publishing print editions on Saturdays, our initial set of ads focused on “digital Saturdays,” highlighting the local content as well as the extra content that appears within the eEdition online. McClatchy also launched a new commenting system on all of the markets’ sites exclusive to subscribers, which is the second ad of the series.