DKA helps the Hartford Courant to report increase in awareness.
Newspapers have been losing readership to television and the internet for more than a decade. The Hartford Courant wanted to address this trend and turned to DKA to create a strong image campaign. We developed the “Because you want to know” campaign to differentiate the paper based on its strengths and existing emotional ties with its readers. Using powerful images of real people, the campaign demonstrates how each reader connects with the Courant – and how the Courant’s news and information influences their daily lives. A three-month check into the new campaign indicated a 14% increase in advertising awareness among the target market. In measuring quantitative results reported in third-quarter 2006 versus 2005, The Courant’s daily readership had increased by 1.3% and the Sunday Courant circulation had increased by 1%. In contrast, daily and Sunday circulation of other area newspapers had decreased 4.3% to 10.8% (Sources: ABD fas-fax and ABC Audit).