St. Louis Post-Dispatch

This campaign won a lot of awards for the one of the original heavyweights in the newspaper industry - the St. Louis Post-Dispatch. Founded by Joseph Pulitzer, the Post-Dispatch has a long history of being St. Louis’ touchstone and a common meeting ground for its citizens. But even in the late 90s, the industry as a whole was starting to lose readership on a large scale. Though the internet at that time was still mostly focused on email, research, and the occasional peek at the potential bizarro that was starting to simmer online, TV had been steadily chipping away at the newspaper audience for years. The Post-Dispatch asked us to remind the community how a more thoughtful and thorough news source remained relevant in their lives.