“The NAA will portray the newspaper reader as the E.T.-like doofus illustrated in the sample ad originally published by Advertising Age,” reported Mutter.

The aim of the campaign is to make newspapers look “contemporary, progressive and dynamic” to advertisers, said the creative chief of The Martin Agency, responsible for the ad campaign.

The NAA’s campaign follows the $75 million spent on ads last year designed to make newspapers look better.

“Depicting the newspaper reader as a middle-aged alien hardly seems the way to convince media buyers that this remains a vibrant, mainstream medium. Harnessing the alien to an array of retro technology portrays him as anything but the sophisticated, plugged-in consumer that marketers covet. Sticking the newspaper on a pole in front of the alien’s face suggests anything but a contemporary, progressive and dynamic medium,” wrote Mutter.

Well, perhaps you don’t agree with everything here, and that the alien portrayal may have its strengths. The newsosoar’s point though, which may be an accurate marketing strategy: the NAA has “fallen into the trap of trying to defend against the perceived deficiencies of their product, instead of crafting a positive message about its strengths.”

Mutter insists that newspapers perceived weakness (editorialized, non-spontaneous, static) is also their strengths. He suggests a public image campaign based on a “pulling the plug” concept, newspapers serving as a “simple, easy-to-use format that doesn’t require a power supply.”

In any case, it is often more challenging to change the public perception of negatives than it is to boast positives. Only time will tell.

Click below to take a look at Mutter’s own version of what he deems is an effective ad for newspapers.

Source: Newsosaur blog