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If you’re doing great work, don’t be afraid to toot your own horn

A strong marketing campaign that informs your audience about the value of your work can help reinforce a message of trustworthiness.

Cox Media Group’s “news is worth knowing” marketing campaign is based on research identifying “four categories of value consistent across print and digital products: personal ritual, community pride, real journalism and civic responsibility,” writes Kristen Ballard, social media and blog editor at News Media Alliance. Bert Roughton, managing editor of the Atlanta Journal Constitution, wrote an editorial quoted in the piece, echoing the central messaging of the campaign: “We believe the best way to support an independent press is by sustaining a successful and independent business. We think advertisers want to be associated with a trusted brand and that our readers will pay to support great journalism.”