This Looks Like It Was Done In-House

As we know, newspapers and media companies are in a battle for their lives. Given the seriousness of the situation, you’d think media companies would make investments in their brand, but many are slow to the game (and when they finally get to the game, they’re not exactly ready for prime time, as you’re about to see).

According to USA Today—Gannett’s national newspaper—the ad above, along with print ads and a new logo comprise the company’s “first corporate branding campaign.”

Ads will appear in USA TODAY and Gannett’s 81 community newspapers and on its 23 TV stations and more than 100 digital properties, including Captivate, which programs TV-like screens in nearly 9,000 elevators and lobbies.

“We’re in a world that is highly complex, and what we want to do is put out something that is very simple and that people can remember,” CEO Craig Dubow says.

From the look of things, Gannett may have achieved simple, but they’re going to have to work much harder to become memorable.

By the way, the company generated $588.2 million in net income last year on $5.44 billion in revenue. Which leads me to believe they can afford to make better advertising.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.