Philadelphia Tribune, nation's oldest black paper, to launch signature ad campaign

(September 12, 2006) The Philadelphia Tribune, the nation's oldest African-American-controlled newspaper, today announced the launch of a comprehensive, new advertising campaign that will reaffirm the paper's primary editorial focus on issues that impact black readers.

In so doing, the print, broadcast, out-of-home, and online campaign -- the most extensive ad campaign in the paper's history -- will emphasize the Tribune's 122-year legacy of black journalistic leadership, its extensive African- American readership, its unique black-focused political perspective, its positive coverage of black business issues, and its unique Web site content.
 
The new campaign will be led by a series of print ads that will appear in the Tribune's own pages, and whose content will be converted for use in Web advertisements, bus-sides, and other out-of-home outlets.

Each of the new print ad formats concludes with the tagline: "The Philadelphia Tribune ... only when you want the truth about issues in the African-American Community."

Over coming weeks, the campaign will extend to local radio. Radio spots will continue the theme of the Tribune's special dedication to truthful, knowledgeable, fair and expansive coverage of local, national, and global black issues.

According to the Tribune's publisher, Robert W. Bogle (above), the 2005 U.S. Census data make the demographics of Philadelphia, the Tribune's headquarters city, ideally situated for a newspaper with such a clear ethnic focus.

"In all of the 122 years since the Philadelphia Tribune began to be published, this may be the very best year to have an African-American-focused news operation," said Bogle. "All told, our paper reaches more African- American households on a weekly basis than any other newspaper in the region."

"The most recent census," added Bogle, "tells us that Philadelphia's population is now 45 percent comprised of African Americans, 40 percent non- Hispanic whites, 10 percent Hispanics and about 5 percent Asians. Clearly, African Americans constitute the single largest population segment in our city and no other local news source in the entire region carries more information about that community than the Tribune. The reason for the new ad campaign is to remind the people in the Philadelphia area that this happens to be the case, and that we are prepared to be the primary news source for the City's new majority."

The new campaign was recently introduced to the Tribune's staff at a noon- time reception that celebrated the fact that the paper had just won nine major awards at the annual convention of the National Newspaper Publishers Association (NNPA), the trade association for the 205 audited, African- American-focused newspapers in the U.S. In six of the last ten years, at that same convention, the Tribune has been named the nation's best black newspaper.

Established in 1884 by Christopher J. Perry, and currently led by its publisher, Robert W. Bogle, The Philadelphia Tribune is headquartered in Philadelphia, Pennsylvania. The paper is published every Tuesday, Wednesday, Thursday, Friday, and Sunday, along with the Tribune Magazine, which is published on the first Sunday of every month, and, Sojourner, the quarterly published visitor's guide. With a staff of 130 full and part-time employees, The Philadelphia Tribune is the nation's oldest and the Greater Philadelphia region's largest daily news publication serving the African-American community.


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Latest 'Buying Power' report shows black consumers spending more on home life

As the American economy continues to move sluggishly, African-American households are curtailing their spending in many categories, including food, clothing and basic household items, while investing more in home repair, home entertainment and consumer electronics. Although they are trimming back, black consumers are still spending more than their white counterparts on most of these products.
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