LA Times Online

LAT_Main

LAT_Main



With the advent of blogs, we often feel like we have a million news sources at our fingertips. But this accessibility comes with a price. Much of what we read online is derivative at best and untrustworthy at worst. The “Go to the Source” campaign positions latimes.com as competitive with the web’s other, “new media” alternatives. In doing so, it plants a fl ag for real journalists everywhere. It reminds the public that most blog content still trickles down from traditional news publications. It turns them away from abbreviated, unsubstantiated amateur news, and drives them back “to the source.”


With the advent of blogs, we often feel like we have a million news sources at our fingertips. But this accessibility comes with a price. Much of what we read online is derivative at best and untrustworthy at worst. The “Go to the Source” campaign positions latimes.com as competitive with the web’s other, “new media” alternatives. In doing so, it plants a fl ag for real journalists everywhere. It reminds the public that most blog content still trickles down from traditional news publications. It turns them away from abbreviated, unsubstantiated amateur news, and drives them back “to the source.”




Print


Print


LAT_Print

LAT_Print



OOH

This ad’s “two-part” visual is designed specifically for L.A.’s accordion-style city buses.


OOH

This ad’s “two-part” visual is designed specifically for L.A.’s accordion-style city buses.


LAT_OOH

LAT_OOH



Stunt

These pop-up ads fit on street corners, where newspaper boxes are commonly found.


Stunt

These pop-up ads fit on street corners, where newspaper boxes are commonly found.


LAT_Stunt

LAT_Stunt



Digital

These ads will be placed on the websites of specialty publications, which attract the Times’ potential readers but don’t compete with its much broader content.


Digital

These ads will be placed on the websites of specialty publications, which attract the Times’ potential readers but don’t compete with its much broader content.


LAT_Digital

LAT_Digital

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