When newspapers in a market merge, as the Times Publishing Company did with its morning and afternoon papers, net circulation typically drops. The Erie Times-News was able to buck that trend with an enhanced product and a creative campaign we developed to promote how much "more" the new paper offered.

In a series of lighthearted TV, radio and outdoor ads, a character we named Fred introduced the new paper, including a neighbors section and greater coverage of sports, local news, crime reporting and more. Right now, over 70% of local households subscribe to the Sunday Erie Times-News. That's among the highest percentages in the nation for markets the size of Erie.