REAL NEWS 2018 Ad Campaign Overview Table of Contents Click on the page number to link to that page. About the Campaign ............................................... Page 3 Editorial, by Mark Cohen . Page 4 Suggested Social Media Posts . Page 5 Real News – Sources-1 Print ads . Page 6 Digital ads . Page 17 Real News – Sources-2 Print ads . Page 18 Digital ads . Page 23 Real News – Communities Print ads . Page 24 Real News – People Print ads . Page 37 Digital ads . Page 54 Real News – Readers-1 Print ads . Page 55 Digital ads . Page 63 Real News – Readers-2 Print ads . Page 66 Digital ads . Page 70 Related Billboards . Page 73 Printable Bookmark . Page 74 2 Real News Campaign Pennsylvania newspapers work tirelessly to deliver fact-based news and information . In an era of misinformation and fake news dissemination, it’s even more important for the public to know that newspapers are a reliable resource that deliver accurate, fair and unbiased reporting . As members of the same community, we care about the same things . We are watchdog journalists who use dependable sources and double-check facts to provide ethical and balanced reporting . The Pennsylvania NewsMedia Association has developed a marketing campaign that highlights the important role Pennsylvania newspapers play in delivering real news . This overview document highlights the campaign materials that are available, including a series of print and digital themed ads, suggested social media posts, a bookmark, and a corresponding editorial from PNA President Mark Cohen . All materials are available for download on the PNA website . Here are some suggestions for running this campaign: • It is recommended that you publish the ads in the following order, but please feel free to run them as you wish: real news from real news sources, real news from real communities, real news from real news people, real news for real news readers . • Customize the ads to make them yours . Real news sources ads . Add your logo to the ads . Highlight your company name in the listing by making the text bold, changing the size of the text or changing the color Real news communities ads . Click here to identify which ad series includes your newspaper’s name . Add your logo to the ads . Create a map with only your group’s organizations listed . Create a map with only your organization and make it a billboard or digital ad . Add the phrase “Across the state and in…” using your community Real news people ads . Add your logo to the ads . Add individual headshots or a group staff photo . Use the smaller ads to highlight specific departments, i .e . sports, crime, high school, arts, etc . Use the ads to highlight other employees beyond reporters, i .e . carriers, advertising sales reps, management, etc . Real news reader ads . Add your logo to the ads . Swap out photos to include people in your community, at your events, service professionals, etc . • Publish the editorial from PNA President Mark Cohen at the beginning of the campaign • Post the provided digital ads with the suggested social media posts, using the hashtag “realnewspa” • Print and distribute copies of the bookmark to local schools and libraries If you need help customizing any of the ads, please contact Lisa Strohl at [email protected]. 3 Editorial Mark Cohen, PNA President Newspaper staffs across the Commonwealth work community . With more than 200 daily, Sunday and non- tirelessly, day in and day out, to deliver fact-based news daily print and digital publications across the state, no and information . It is the pledge of dedicated journalists, matter where you are, we ensure that you are up-to-date who are also fellow members of the community, to report on the information that matters the most to you . real, honest and credible news . Pennsylvania newspapers are dedicated to providing In an era of misinformation and fake news dissemination, real news from real news people . In addition to being it’s even more important to know that newspapers are a professional journalists, we are your friends, your family reliable resource that deliver accurate, fair and unbiased and your neighbors . We are honored and humbled by the reporting from which you may form your own opinions . trust that you have placed in us to deliver accurate news Although we are not perfect, we are quick to correct our day in and day out . mistakes, and do our best to avoid releasing incomplete The dedication of Pennsylvania newspapers to deliver information . real news is crucial . Watchdog journalism, through reliable With 24/7 access to information, some media outlets sourcing and double-checking facts, gives us the credibility rush to tell a story, and often make mistakes . That’s that you deserve . We are about ethics and balance . misinformation—inaccurate, but not necessarily malicious . Finally, we are dedicated to providing real news to Fake news, however, is deliberate . Fake news harms – real news readers . Thoughtful reporting and advertising it erodes our trust in public institutions and our fellow should serve the best interests of readers, and provide an citizens . important public service . The results of the 2018 Edelman Trust Barometer survey As a newspaper reader, I implore you to do your part found that 63 percent of respondents believe that the to help combat and prevent the spread of the inaccurate average person does not know how to tell good journalism and fake news that you may be reading or hearing from from rumor or falsehoods . other media sources . Here are some tips . Check sources Thankfully, newspaper journalists employ the and citations – where was the article accessed, does the fundamentals of good reporting that are essential to information appear on other sources? Pay attention to the delivery of real news, including thoroughness, good quality and timeliness – is there an abundance of spelling sourcing and strong evidence . Readers, therefore, aren’t and grammatical errors? Has the story been shared on tasked with having to differentiate solidly reported real other credible news outlets? Research the author – is news content from work that is more speculative, loosely the author a real person who has written other pieces sourced or backed by innuendo, hearsay or propaganda . for reliable sources? If you suspect that something is These sources negatively impact and stain our industry . inaccurate or fake, don’t share it . To provide you with the truthful information you need Newspapers remain an important and powerful brand – and deserve, Pennsylvania newspapers are dedicated to the true source of real news . No other industry is as firmly being your real news source . You can rest assured that rooted in the foundation of our nation as the free press . you are reading accurate information written by journalists We are passionate and will never stop communicating our who care about their readers . We take the time to assess message so that you can discern what is real and what statements and rhetoric for accuracy and truthfulness, and is posing as real . Fake news threatens our democratic debunk viral stories and rumors . institutions, including that of a free press, and we all need We are also dedicated to providing news about your to unite and take a stand to regain power over it . 4 Suggested Social Media Posts #realnewspa Below are some suggested posts to go along with the provided digital ads . Use the hashtag “#realnewspa” when posting . 63 percent of respondents to the 2018 Edelman Trust Barometer survey believe that the average person doesn’t know how to tell good journalism from rumor or falsehood . Get the facts from PA newspapers #realnewspa Pennsylvania newspapers are dedicated to being your real news source . We provide you with the truthful information you need and deserve #realnewspa With more than 200 daily, Sunday & non-daily publications across the state, Pennsylvania newspapers are dedicated to providing news about your community #realnewspa Pennsylvania newspapers are dedicated to providing real news from real news people . We are your friends, family & neighbors and are honored to deliver accurate news day in & day out #realnewspa Pennsylvania newspapers are dedicated to providing real news to real news readers - reporting & advertising that serves the best interests of readers #realnewspa No other industry is as firmly rooted in the foundation of our nation as the free press #realnewspa Fake news threatens our democratic institutions & we all need to unite and take a stand to regain power over it #realnewspa Pennsylvania newspapers: Real sources . Real communities . Real news people . Real news readers . #realnewspa Second-guessing the source of your news? With us, you don’t have to #realnewspa Don’t be fooled by #fakenews . Read Pennsylvania newspapers, your #realnews source #realnewspa As a Pennsylvania news media reader, you can also do your part to combat fake news #realnewspa 5 RealNews-Communities-Sources1 RealNews-Source1-full-1 REAL NEWS from real news sources. your logo here PENNSYLVANIA NEWSPAPERS local credible reliable connected 6 Advance of Bucks County • Advertising/ Communications Times Inc. (ACT) • AL DÍA • Allied News • Altoona Mirror • Avon Grove Sun • Beaver County Times • Bedford Gazette • Berks Beat • Bethlehem Press • RealNews-Source1-full-2 Billy Penn • Blairsville Dispatch • Bucks County Courier Times • Bucks County Herald • BUnow.com • BusinessWoman • Butler Eagle • Cameron County Echo • Catasauqua Press • Central Penn Business Journal • Central Voice • Centre Daily