The Examiner Launches Major San Francisco Marketing Campaign; Free, Compact Strategy Continues to Win Over New Readers and Advertisers

Business Wire, April 18, 2005

SAN FRANCISCO -- As nearly 1,000 members of the Newspaper Association of America (NAA) gather today in San Francisco for their annual convention, The Examiner kicks off a major marketing initiative with a city-wide branding program designed to further bolster awareness of its free, compact newspaper strategy and its growing influence among Bay Area readers and local and national advertisers.

Leveraging the various sections within the daily paper -- news, business, sports, arts and entertainment -- the new "Examine Your City" themed campaign features outdoor media (wallscapes and kiosks); transit advertising (MUNI, BART, taxi tops); newspaper and magazine print advertisements; email and direct marketing; and radio spots on several leading Bay Area stations. The multi-faceted, six-week campaign -- created by San Francisco-based Gardner Geary Coll Advertising -- also features a collection of "Examiner Insighters," or viewfinders, placed at various locations throughout San Francisco that invite passers-by to "Examine Your City" in new and surprising ways. In addition, the paper will feature several special editorial features over the length of the campaign.

In the year since The Examiner was acquired by Denver-based Clarity Media Group, San Francisco's venerable daily newspaper has dramatically grown in circulation, attracted major new national and local advertisers, instituted free targeted home delivery, and significantly expanded its coverage of local news.

"The Examiner has come a long way over the last year," commented Publisher Scott McKibben, "and we are now leading a sea change in newspaper publishing strategy. The new generation of readers want their news to be fast, free and focused on the local issues that matter most to them in their daily lives. Our investment in San Francisco is indicative of our belief that the future of newspapers in this country is strongly tied to our free, compact model."

During its first full year of operation, The Examiner's circulation has increased from 57,000 to over 160,000 copies Monday-Friday. Free home delivery -- targeting strategic high-demographic ZIP codes -- reaches 108,000 households in San Francisco and San Mateo counties, with an opt-out track record of under three percent. In addition, The Examiner is distributed free through more than 2,400 news racks throughout the City.

Originally founded in 1865, The Examiner -- along with The Independent chain of newspapers and the Bay-to-Breakers Foot Race -- was purchased by Clarity Media Group in February 2004. In January 2005, Clarity expanded its portfolio of free daily newspapers with the launch of The Washington Examiner, a six-day compact newspaper delivered to upscale households in the capital, northern Virginia and suburban Maryland. Over the last year the company has trademarked the Examiner name in 70 U.S. cities. For more information please visit www.sfexaminer.com.

Editor's Note: Interviews with Examiner Publisher Scott McKibben and Executive Editor Vivienne Sosnowski may be arranged through William Strawn at MacKenzie Communications, 415-403-0800 ext. 17 or 415-518-1916 (mobile). wstrawn@mackenziesf.com.