Start the presses: WHYY releases “print edition” of NewsWorks web site

To promote its online local news platform NewsWorks, Philadelphia’s WHYY developed an unconventional campaign mimicking over-the-top advertising techniques and the limitations of news published in print. A team of designers and editors created a “print edition” of the online news site and used various tactics to distribute more than 36,000 copies to Philadelphia residents.  Beginning Oct. 22 commuters could pick up copies as a handout offered at public transit stations and temporary newsstands. In addition, residents of some neighborhoods received copies that were delivered to their doorsteps.

Finding Explorer

The kinds of people who like new experiences, enjoy scanning expanded horizons, want to see things from varied perspectives are the people most likely to be PBS viewers, says Margaret Mark.