News Worth Knowing

The media group that I work for is rolling out a “Worth Knowing” campaign with this ad in their newspaper markets (Atlanta, Ga.; Dayton, Ohio; Austin, Texas; and West Palm Beach, Fla.)

Notice the use of “Real”? Subtle way to say we’re not fake news.

The “Worth Knowing” campaign will appear in print ads, commercials, email and social media campaigns. The label will also appear on packaging and even bills.

UPDATE: On the INMA (International News Media Association) site, by Amy Chown, Brand Marketing Lead, Vice President of Marketing at The Atlanta Journal-Constitution.

The strategy focuses on the strength and value of local journalism.

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Read all about it here.

A real in newspaper in a fake story. It’s called a movie.

Stumbled across the trailer for “Baby Driver,” last night. The synopsis according to Rotten Tomatoes:

A talented, young getaway driver (Ansel Elgort) relies on the beat of his personal soundtrack to be the best in the game. But after being coerced into working for a crime boss (Kevin Spacey), he must face the music when a doomed heist threatens his life, love and freedom.

And The Atlanta Journal-Constitution makes a very brief appearance, but FYI, there is nowhere or nothing in Atlanta that locals call “The Hub.”

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The AJC’s marketing department must have been involved, because this is a pretty accurate depiction of what the newspaper actually looks like.

Even the old AJC buildings make an appearance:

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The AJC is no longer at this location, having donated it to the City of Atlanta back in 2010-ish. However, this shot is located in the alley between the printing plant and the main newspaper building on the right.

Back in the day, delivery trucks would load up on the docks, left, and clog up the alley. I have no idea what the city now uses the printing plant for. The presses were demolished when the AJC moved out.

On the right, in the foreground, is the newspaper building, but what you can see more of is the former Federal Reserve Bank of Atlanta. The feds packed up their money and moved to midtown Atlanta years ago. The building now houses the State Bar of Georgia.

If you look at the two squares high above the yellow van, those were the security windows so the guards could see the garage into the Federal Reserve. What you can’t see is the old furnace, where the Feds used to burn currency. I recall when they did this green sludge would run out from it and run down the center of the alley.

 

 

Adapt or Die: ‘The whole world is our competition’

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A new documentary about The Atlanta Journal-Constitution’s “experimenting with new tools to tell stories in preparation for the end of print in the digital era.”

Did you catch that? THE END OF PRINT  What a frightening thought. Although the “Print is Dead” philosophy has been around for years and years, I don’t think it will ever die — at least not until digital ad revenue equals print ad revenue. Until that happens, or gets pretty close, newspaper owners are not going to kill their main sources of revenue.

Notes from Director’s James Kicklighter:

Back in 2008, when The Rocky Mountain News shut down because of financial and digital pressures, it was largely because they couldn’t adapt to this new media environment. We discussed their film Final Edition extensively, and I envisioned Digital Edition as a sort of response to that film.

Watch Digital Edition at the director’s site or on Amazon Prime. … and you heard that correctly in the film: at one time the AJC was losing (use your Dr. Evil voice) ONE MILLION DOLLARS — a week!

Full disclosure: I work for Cox Media Group of which the AJC is part of. Although I work in the same building, I am rarely, if ever, on the newsroom floor. I did work for the AJC briefly several decades ago.

Lights, Camera, Newspaper!

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The Atlanta Journal-Constitution’s pressroom and various other parts of it’s production building will be double duty for The New York Times Pressroom and the Department of Justice for an upcoming movie, “Manhunt: The Unabomber.”

The real AJC reports that this is a Discovery channel production, so if you have that tier on the small screen, keep your eyes peeled.

In the same, “PeachBuzz” article, they report a fake AJC appears in “Baby Driver,” courtesy of the real AJC’s marketing department.

Losers and winners

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Looking at how the home town newspapers played the Super bowl on their from pages, no doubt that The Atlanta Journal-Constitution’s headline is much more impactful than The Boston Globe’s. I guess when you win five it’s almost ho-hum?

Aside from the skyboxes, the AJC devoted its entire front page to coverage…. including the ad! The Globe also had an ad for the football game, but they managed to get in some real news.

Matt Ryan: Paper Doll edition

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The AJC is running this seven-part clip out and put together Matt Ryan paper doll (my description) poster. I’m sure that it’s selling a bunch of papers in Super Bowl Big Game crazed Atlanta.

Somehow I doubt this kind of promotional thing would work on a website.

Anyone out there playing along and created the poster? Share the end results with me if you are. If I find a put together poster I’ll share with you.

They really are kind of universities

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I snapped this pic early (6:15) this morning aboard a MARTA train in Atlanta.

Seems like newspaper readership is still alive and well for commuters with a little time on their hands. I frequently see folks reading a paper in the morning, but on the ride home in the afternoon, they've transitioned to reading books or listening to music on their cell phones or mp3 players.