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Chicago Sun-Times
The Blank Page

RAN IN: United States

CLIENT
Chicago Sun-Times

Edwin Eisendrath, CEO
Chris Fusco, Editor in Chief
Matt Watson, Chief Digital Strategist
Carol Fowler, Senior Vice President of Digital News Products

AGENCY
Ogilvy *Lead Agency

Joe Johnson, Associate Marketing Director
Edwin Eisendrath, CEO
Chris Fusco, Editor in Chief
Bryan Barker, Designer
Matt Watson, Chief Digital Strategist
Carol Fowler, Senior Vice President of Digital News Products


SUMMARY

The Chicago Sun-Times was struggling to stay afloat due to steep declines in print journalism and structural changes. To survive, the paper needed to launch a new digital subscription, asking readers to pay for what was once free. To send a wake-up call to readers, they left their most valuable piece of real-estate – the front page – blank, asking Chicago to subscribe before it was too late. This bold appeal worked, not only making headlines across the country, but increasing digital subscriptions by 161% in just the first week.

CASE STUDY

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CASE VIDEO


Audience: City of Chicago

Objectives: Gain new customers

Type: Business to Consumer

Language: English