SITUATION
Journal Communications publishes the Milwaukee Journal Sentinel daily and Sunday newspapers and produces one of the most popular destinations for Milwaukee Internet users – JSOnline.com. While the Journal’s market penetration leads the nation, the newspaper industry is changing. Options for news have increased and circulations are declining.

GOALS & OBJECTIVES
- Position the Journal as Milwaukee’s trusted resource and a community partner
- Improve and grow newspaper circulation and subscriptions
- Drive traffic to JSOnline.com

IMPLEMENTATION
Boelter + Lincoln developed the “What’s your story?” campaign, celebrating the community and telling the story of Milwaukee through real Journal photos and messages from the journalists. Media included television, radio, billboards, transit and print, along with leveraged trade partnerships to maximize reach. B+L also extended the message to other Journal channels, including online, newsstands, signage, sponsorships and internal communications.

RESULTS
- Campaign received praise from the community and created a sense of pride with Journal staff
- Campaign received more than 20 advertising awards
- 5% increase in Internet readership for JSOnline.com in one year