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Jon in Newspaper Ad Campaign Again!

Source: Newspaper Association of America Transcribed by

Jon in Newspaper Ad Campaign Again!

Monday April 26, 11:11 am Eastern Time

Company Press Release SOURCE: Newspaper Association of America Brandy, Bon Jovi, Barbara Bush, Elway, Hill and Streep Return For Fourth Flight of NAA National Ad Campaign

SAN DIEGO, April 26 /PRNewswire/ -- The Newspaper Association of America has launched the fourth round of its popular national advertising campaign, ``It All Starts With Newspapers,'' which will run until May 23. The announcement was made during NAA's 1999 Annual Convention, being held April 25-28 at the Hotel del Coronado in San Diego, Calif.

The ads ask parents to ``Encourage your child to read a newspaper every day'' and feature celebrities promoting newspapers as literacy tools, especially for children. Featured in the fourth release are recording artist and actress Brandy, musician and actor Jon Bon Jovi, former first lady Barbara Bush, Super Bowl-champion quarterback John Elway, Detroit Pistons superstar Grant Hill, and actress Meryl Streep. All have appeared in previous segments of the campaign.

``We're pleased to be launching the next round of ads with some of our tried-and-true celebrities,'' noted NAA President and CEO John F. Sturm. ``We owe a great deal of the campaign's success to the visibility these gracious public figures have brought to the campaign, to the issue of literacy and to the newspaper industry in general.''

Hill and Elway tied as the celebrity recalled most often (by 37 percent of respondents) after the last release, according to the results of an ongoing tracking study. The other celebrities in the upcoming flight also had considerable recall: Bon Jovi (30 percent), Barbara Bush (29 percent), Brandy (29 percent) and Streep (26 percent).

In addition to running in newspapers around the country, the ads will be placed on 12 national cable channels: A&E, the History Channel, CNN/Headlines News, ESPN, ESPN2, MTV, TBS/TNT, USA, Sci-Fi, Turner NBA, CNN-SI and E! There also will be spot-television buys in nine emphasis markets -- Atlanta, Chicago, Detroit, Houston, Los Angeles, Minneapolis, New York, San Francisco and Washington, D.C. -- and trade ads in Advertising Age, MediaWeek, AdWeek, BrandWeek and the Advertiser.

More than eight of 10 people (82 percent) who recalled the campaign after the last round of ads, liked it, and many of them cited the ``encouraging kids to read'' message, according to the tracking study, conducted by Clark, Martire & Bartolomeo Inc. of Englewood Cliffs, N.J.

``None of the campaign's success would have occurred without the participation of our member newspapers, many of whom localized the ads with celebrities from their own markets,'' said NAA Senior Vice President and Chief Marketing Officer John Kimball. ``Their hard work, diligence and contributions have made all the difference in this campaign.''

The celebrities appearing in this release are part of an all-star lineup that also includes: former Presidents George Bush and Jimmy Carter, supermodel Christie Brinkley, entertainer and author LL Cool J, retired four-star Gen. Norman Schwarzkopf, news personality and MTV star Tabitha Soren, and supermodel Christy Turlington.

The initial seven-week launch of the campaign began in September 1997. That was followed by flights that began in April and October of last year. In addition, the ad featuring Denver Broncos quarterback Elway was included in a special print and broadcast run during and around the 1999 Super Bowl this past January.

Della Femina/Jeary & Partners in New York continues as the advertising agency for the campaign.

Sponsors of NAA's 1999 Annual Convention are: ASTech; Dow Jones & Company, Inc.; The Editor & Publisher Company; Goss Graphic Systems; HireSystems, Inc.; KBA North America, Inc.; KPMG LLP; LEXIS-NEXIS; Mutual Insurance Company Ltd.; Pentawave; The San Diego Union-Tribune; Thomson Interactive Media; Tribune Media Services; USA Weekend; WIFAG Press Company; and ZIP2 Corporation.

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