NNN ad campaign to promote newspapers.

"Nobody wakes up and says, 'I gotta have some coffee and a magazine.'" - lines like these will promote advertising in newspapers.

The $1-million ad campaign from the Newspaper National Network LP broke today, it's the most expensive and extensive in NNN's history. The agency Della Femina Rothschild Jeary and Partners, is line driven and will run until the end of the year.

One of the ads reads, "Your national TV ad campaign makes sense... on paper." Another boasts, "Nobody wakes up and says, 'I gotta have some coffee and a magazine.'"

The changed media landscape calls for a new positioning for the newspaper company-owned NNN, said Jason E. Klein, its president and CEO. As a brand-building medium, newspapers still take a back seat to TV and magazines, but for cost-effective reach, newspapers beat other media. "There are still many major advertisers that don't understand how you can effectively use newspapers" in a national ad campaign, he said. "TV's gotten so fragmented, it's difficult to get reach without spending a fortune."

Klein called the ad campaign unlike past marketing efforts in the organization's nine-year history. "The whole concept of the NNN has not been well understood," said Klein, a magazine industry veteran. "We're no longer focused on the benefits of the NNN as a one-stop shop, we're focused much more on newspapers and the NNN as a bigger piece of the media mix."

The NNN hopes to capitalize on what has been the lone bright spot in an otherwise anemic newspaper ad-spending environment, along with fast-rising upfront TV rates. National newspaper advertising grew 8.4% to $3.8 billion in the first half of the year while total industry ad spending grew 1.7% to $20.9 billion, according to the Newspaper Association of America.

More at Editor and Publisher.

It's not like the campaign written by some of advertisings giants, the NAA's "how to write a newspaper ad" campaign from earlier this year.