Ustaların ders niteliğindeki kısa ama öz yaklaşımları. 

Mike Hughes click to enlarge

Today’s advertising agency creative community does not necessarily see newspaper advertising as an art to aspire to.

So, how do you convince artists, copywriters, creative directors that creating advertising for newspapers can be exciting, stimulating, challenging, cool? Well, you tell them.

Luke Sullivan click to enlarge

Actually, you get the creative icons of the advertising world, the people they admire and respect to tell them. And you tell them in an edgy, hip and casual way. And you reach them where they live. In your newspaper.

That’s the core of the Newspaper Association of America’s latest ad campaign, “How to Write a Newspaper Ad.” Created by the award-winning The Martin Agency of Richmond, Va., the ad series features the words of Lee Clow, Neil French, Mike Hughes and Luke Sullivan, who write about the power of newspaper ads. If you’re not familiar with these names, I’ve attached their bios - but take my word for it, this is the “A Team.”

Lee Clow click to enlarge

The first four ads in this ongoing campaign feature hand-lettered text and unusual illustrations to make their point. The eye-catching ads are full-page, black-and-white and are designed for you to use as house ads, with room for your newspaper’s logo at the bottom.

Neil French click to enlarge

As the campaign moves forward, we’re planning to include trade ads, posters and other promotions to get the word out. Jeff Goodby of Goodby Silverstein and Partners in San Francisco in on board for a future ad, and other creative leaders will follow soon.

Please let us know whether you’ve used all or any of the ads by sending me a tear sheet. We’d also like to hear your reaction to the ads - and what your agency community says. Be prepared for words like innovative, cool, hip, edgy and thank you.

It’s time to make newspaper advertising “cool” again, and your encouragement for this campaign can help.