The New York Post recently began its new “Made You Look” advertising campaign, and after over a decade of not advertising, the publication plastered its attention grabbing ads with several out-of-home locations. Landing on top of taxis and subway carts with lines like, “A good headline kicks you in the eyeballs,” and “You can judge a paper by its cover,” fall right in alignment with the Post’s witty approach and clever tone. CEO and publisher Jesse Angelo states, “The goal of the campaign was to capture and reinforce, across print and digital, consumer and trade, our core strength: getting people to pay attention to what we do through our wit, our irreverence and our truly unique voice. [The] ‘Made You Look’ [campaign] accomplishes that.”
The newspaper’s campaign coincided with the digital re-launch that took place last year, but the cab toppers and transit ads are just the beginning. The post will continue its ad campaign efforts with the help of Goodby, Silverstein, and Partners in New York. Similar ads will be found in experiential, digital, trade, and more out-of-home advertising within the upcoming months.
Continuing to capitalize on scheduling and timing, the Post will launch additional ads due to the company’s recent print and digital growth. The Post came in second with the largest year-to-year digital network growth. According to U.S. comScore, the publication’s digital network, which includes nypost.com, pagesix.com, and decided.com, had a 102 percent increase of unique visitors. The newspaper has also experienced over 3 percent sales increase on the weekends and 2 percent sales increase from its last financial quarter.
I think the New York Post has made a great decision to take advantage of the newspaper’s recent success. It’s an opportune time to implement new advertising objectives and strategies in order to remain relevant in an industry that is slowly declining due to technology and the Internet. The Post executes this in a manner that remains true to what it represents as a company and the tone it portrays as a tabloid newspaper. In alignment with the publication’s overall image, ‘Made You Look’ establishes the Post’s wit in an environment full of advertising clutter. The new campaign successfully captures the company’s target audience and breaks through media noise.
However, the Post runs the risks of consumer overexposure and wear out. The advertisements’ tone may be clever at first, but soon turn sour. The campaign is susceptible to waste coverage as well. Since the ads are placed on a variety of out-of-home locations, Due to the nature of out-of-home advertising, the ads are publicized to non-target audience members.
O’Leary, N. (2014, November 19). New York Post Dares You to Ignore Its New Ads. Retrieved December 2, 2014, from http://www.adweek.com/news/advertising-branding/new-york-post-dares-you-ignore-its-new-ads-161519