Imagining what life would be like without a newspaper



In case you want to challenge yourself, before finding out what this curious idea is all about, take this pop quiz.

For the lazier folk, we’ll explain straight away. Yesterday, the Chicago Sun-Times featured this baffling front page, featuring nothing besides its name. It’s kind of reminiscent of The New York Times’ play from 2013 illustrating the fact that no MLB players were being inducted into the Baseball Hall of Fame that year. The Chicago idea, however, is a straight-up appeal to readers for their support and to “imagine a Chicago without the Sun-Times. It’s part of the newspaper’s campaign to increase subscriptions–both digital and overall, and to assert the publication’s commitment to elevating its content.

The Sun-Times partnered with Ogilvy Chicago on the effort, which is just one of a series of ideas for the campaign. In the age of Trump and fake news, a number news outlets have stepped up in a big way to promote their brands, as with the New York Times’ award-winning “Truth Is Hard” campaignand CNN’s “Apple” effort, among others.

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About Author

Ann-Christine Diaz

Ann-Christine Diaz is the Creativity Editor at Ad Age. She has been covering the creative world of advertising and marketing for more than a decade. Outside of the job, she can be found getting in touch with her own creativity.

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