The Mario Blog
02.28.2017—3am
Washington Post surprises with new slogan

It’s new and placed just slightly under the nameplate of The Washington Post: Democracy Dies in Darkness.
But, are slogans new? Not really. What is new for newspapers is the marketing of resistance.

 

 

Historically, especially with American newspapers, two things could almost always be certain— an eagle or American Flag somewhere near the top of the front page, and a slogan to remind readers of the newspaper’s existence. For The New York Times, the now iconic “All the News that’s Fit To Print.”

This past week, The Washington Post added what New York Times columnist Maureen O’Dowd refers to as “a dramatic “Batman”-style motto”— “Democracy Dies in Darkness”.  It is prominent. It is serious. It signals a new challenge for The Washington Post and other newspapers in the Trump era.

Apparently, Trump’s feud with the press is inspiring very explicit slogans and marketing campaigns for other newspapers as well: The New York Times bought a pricey ad for the Oscars with the tag line, “The truth is more important than ever.”

A full page ad about the importance of truth was published in the Sunday, Feb. 26, New York Times, too.

 

It’s “truth” as the main attraction for new subscribers at The New York Times.

 

 

And the buttons that Times staffers can wear.

 

And also at the Times, employees get this shopping bag.

 

The Los Angeles Times made new multilingual T-shirts declaring, “We will not shut up.”

The Washington Post encourages subscriptions via this Twitter ad:

Slogans in the past

I grew up with newspapers having slogans, and even mascots. For The Miami News, the newspaper in which I cut my teeth as an intern and then reporter, would always carry Twilby, a funny looking alligator at the top of the front page, with a glance at the weather (mostly sunny) and as a reminder that this was a newspaper published in Florida, where alligators abound. Notice that The Miami News’ slogan was Best Newspaper Under the Sun.

 

Out of curiosity, I decided to look at newspaper slogans elsewhere, and these are some of the most interesting ones I have found:

Feels Like Sunday

Sunday Mail
Brisbane, Australia

It All Unfolds Here.

The Calgary Herald
Calgary, Canada
Fresh Daily

The Advertiser
Adelaide, Australia

The Age. Everyone sees things differently.

The Age
Melbourne, Australia

A Newspaper Is As Good As the Truth It Prints (Um jornal é tão bom quanto as verdades que ele)

Jornal Do Brasil
Rio de Janeiro, Brazil

If It Matters To You, It Matters To Us

The Herald
Everett, United States
We Know Where You Live

Detroit News
Detroit, United States

If You Don’t Want it Printed, Don’t Let it Happen

Aspen Daily News
Aspen, United States

News Before It’s News

Algemeen Dagblad
Amsterdam, The Netherlands

The Story Unfolds

The Vancouver Sun
Vancouver, Canada

Worries You, Excites You, Makes You Think (Inquieta, emociona y hace pensar)

El Caribe
Santo Domingo, Dominican Republic

 

 

Of related interest:

 

https://www.nytimes.com/aponline/2017/02/24/us/politics/ap-us-washington-post-motto.html

 

 

Speaking Engagements Coming Up

I will be speaking at these two events in the weeks ahead:


WAN-IFRA Middle East Conference 2017
March 14
Dubai
United Arab Emirates

My topic will be about the importance of Sponsored Content, with emphasis on the recent launch of the Gulf NewsREACH by Gulf News project.

For more information: https://events.wan-ifra.org/events/wan-ifra-middle-east-conference-2017

VOZ Media Conference
April 6
Vienna, Austria

I will be the keynote speaker for this event, with emphasis on Visual Storytelling across platforms, the role of print media in the digital age and the importance of sponsored content strategies.

For more information: http://www.voez.at

 

TheMarioBlog post # 2577

Blog Post04.22.2017—8am
The best designed newspapers in the world
Blog Post04.21.2017—1am
It’s Allium, Cyrus Highsmith’s new font creation
Blog Post04.20.2017—1am
For mobile ads, too, scrolling is the way to go
Blog Post04.19.2017—1am
NYT: Linear, visual storytelling at its best
Blog Post04.18.2017—1am
Gulf News: the evolution of sponsored content in Dubai
Blog Post04.12.2017—1am
Austria: The marketing of a newspaper
Blog Post04.11.2017—1am
NYT: What a difference a continent makes
Blog Post04.10.2017—1am
High school journalists’ investigative work produces results
Blog Post04.07.2017—1am
Some interesting weekend reads: innovation, new products, new numbers
Blog Post04.06.2017—1am
Print can be big, too
Blog Post04.05.2017—2am
The first Spanish-language newspaper for children is here
Blog Post04.04.2017—1am
Design thinking for journalists, why not?
Blog Post04.03.2017—2am
It’s a new look for the Las Vegas Review Journal
Blog Post03.31.2017—2am
Highlights of my webinar
Blog Post03.30.2017—7am
It’s the era of templates
Blog Post03.29.2017—1am
The role of print in my students’ lives
Blog Post03.28.2017—1am
Journalists and cocktail parties: not a happy mojito these days
Blog Post03.27.2017—1am
Financial Times: new look, new campaign (with readers as the main event)
Blog Post03.24.2017—2am
Mobile, news and Latin America: highlights of a conference
Blog Post03.23.2017—1am
For journalism students: learning about linear/visual storytelling
Blog Post03.22.2017—1am
Then we had 37 minutes to devote to print
Blog Post03.21.2017—1am
CNN Reliable Sources: the ultimate media briefing
Blog Post03.20.2017—1am
Netflix explores mobile-specific cuts of its series–and so should we
Blog Post03.17.2017—1am
These things caught my eye
Blog Post03.16.2017—1am
The Financial Times needs to make text type bigger
Blog Post03.15.2017—1am
Gulf News launches REACH by Gulf News
Blog Post03.14.2017—2am
Architectural Digest: Just call it AD
Blog Post03.13.2017—12am
Print to dust: The Tampa Tribune
Blog Post03.10.2017—2am
Wall Street Journal: “The Face of Real News”
Blog Post03.09.2017—2am
Inspiration is everywhere
Blog Post03.08.2017—2am
The new ad positions
Blog Post03.07.2017—2am
At The New York Times: when digital influences print
Blog Post03.06.2017—2am
Key centerpieces for discussion of media today
Blog Post03.03.2017—2am
It’s a new Type magazine
Blog Post03.02.2017—2am
Forget clicking, hello scrolling
Blog Post03.01.2017—2am
From Spain: a hard look at print and why it suffers
Blog Post02.28.2017—3am
Washington Post surprises with new slogan
Blog Post02.27.2017—2am
La La Land: the posters are winners, too
Blog Post02.21.2017—3am
In Dubai: Gulf News launches Sponsored Content
Blog Post02.20.2017—2am
Newsroom technology survey: important to participate
Contact us with speaking requests, questions or to discuss a project.