REDEYE UPS DISTRIBUTION BY 50%; Chicago’s Free Daily Growing to Meet Demand
CHICAGO, September 05, 2006–RedEye, Chicago’s free daily newspaper, announced today it has increased its distribution by 50 percent to 150,000 copies to meet increasing demand from both readers and advertisers.
To support the growth, RedEye is investing in an integrated advertising campaign. The campaign, “To The Point,” was created by its agency, DDB Chicago, and plays on RedEye’s concise and smart delivery of news and information. Through heavy outdoor advertising – from bus shelters to train wraps – and guerilla marketing tactics, RedEye is creating a buzz around Chicago to capture readers’ attention to the increased availability of the newspaper.
“RedEye has proven very successful in tapping into what young and time-pressed Chicagoans want in a newspaper,” said Brad Moore, general manager / RedEye. “Increasing our distribution and investing in this campaign will allow us to meet the strong demand of our current readers and introduce RedEye to new readers.”
In addition, the newspaper is adding over 1,000 newspaper boxes in key areas across the city. With this growth plan, RedEye becomes one of the city’s largest distributed daily newspapers.
RedEye debuted in October 2002 and quickly established itself as a great resource for news and entertainment information. In 2005, RedEye became even more accessible to readers by removing its 25-cent cover price, making it even easier to pick up.
Local and national advertisers have found RedEye to be effective at reaching young, urban professionals – by offering a higher 18-34 index than any other Chicago publication. Advertisers have also benefited from RedEye’s ability to deliver alternative marketing opportunities, such as sponsorships and events, enabling advertisers to interact with RedEye readers in high impact and entertaining environments. The strong advertiser support has led RedEye to profitability in 2006.
RedEye was honored recently in Editor & Publisher magazine’s list of “Ten That Do It Right,” a compilation of newspapers from around the country that, as they put it, “shatter the perception that this is a slow-moving dinosaur of an industry that refuses to adapt to rising needs and fresh opportunities.”
“We’re excited about the paper’s growing readership and influence in the market, said Moore. “This investment in distribution and marketing will help further that momentum.”
By year-end 2005, RedEye amassed a daily readership of more than 200,000 Chicagoans. Each week, RedEye reaches nearly 600,000 Chicagoans. (Source: Gallup Chicago Media Usage & Consumer Behavior Poll (c) 2005)
About RedEye
RedEye is Chicago’s free daily newspaper that provides a concise and authentic take on news, sports, entertainment and social buzz. RedEye, an edition of the Chicago Tribune, has become the leading vehicle in Chicago for advertisers wanting to reach young, urban professionals — who are short on time and long on disposable income. For more on RedEye, visit www.redeyechicago.com.
