Tampa Tribune Identity Standards

I D E N T I T Y S TA N DA R D S G U I D E – N o ve m b e r 2 0 0 5

Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .3

Brand and Identity. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4-5

The Tampa Tribune logo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6

Affiliated logos . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .7

Applying color . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8

Accessing the logo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9

Unacceptable uses. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .10-11

Business correspondence

(stationery and fax cover sheets) . . . . . . . . . . . . . . . . . . . . . . . . . .12-15

Business cards . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .16-17

Additional applications of The Tampa Tribune brand. . . . . . . .18-36

• Marketing. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .18-28

• Advertising. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .29-32

• Circulation. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .33-36

NOTE: Updates and revisions to this document may be made by theMarketing Department. For an up-to-date copy, visit the Meganet athttp://www.themeganet.com/div_Publishing/Tampa/Tribune-Identity-Standards.pdf

2

CONTENTS


In 2003, The Tampa Tribune unveiled a new branding campaign highlighted by

the words “Life. Printed Daily.” Let me explain how those three words relate the

Tribune’s work to you.

A newspaper represents a daily account of events, trends and issues that touch

people’s lives. Not every story relates to every reader, but pictures, words or graphics

can connect citizens with the larger world and give them tools for understanding and

action. It may be a story about Hyde Park or New Tampa. Maybe California or Iraq.

Perhaps Oldsmar or Ballast Point. And news can affect a person in a good or a bad

way.

No other medium provides this information like a quality local newspaper. It’s easy

to get, carry around and use. It’s where you weigh what’s happening around you and

discover how it intersects with your life. And it’s served up every day. So somehow, in

some way, for Tribune readers, it’s their life. Printed daily.

So it’s not just a slogan. It’s our commitment to YOU every day that we will deliver

relevant, meaningful and useful content. Our aim is for you to find your life reflect-

ed in our pages and in our brand.

You’ll find the Tribune’s brand reflected not only in its marketing but also in its

news content, advertising philosophy, circulation efforts and the way it conducts

business. However our brand is not a campaign – it’s our commitment to our

readers and to our community.

Signed,

Gil Thelen

Publisher and President, The Tampa Tribune

3

INTRODUCTION


Brand is what people “think” about a company and what it does. It is not a rational conclusion

so much as an emotional reckoning with what the company is and how it interacts with and

relates to “real” people. In effect, brand is a perception that people create unconsciously, which

encompasses their own identity, the identity of the company, and the relationship between

them. It is revealed in feelings of attachment that people have for different companies. Cars and

clothes, for example, tend to be “defining” brands for many people because they elicit strong

feelings of identification such as “this is me because …” or “this is not me because … .”

Brand is affected by everything a company does and everything a person experiences, regardless

of whether the company has initiated it. Scott Bedbury, a talented marketer who led branding

efforts for both Nike and Starbucks, explains this phenomenon well in his book, “A NEW BRAND

WORLD:”

From journalists and advertising representatives, to customer service reps and drivers, employ-

ees should always keep the brand in mind when interacting with the public through the written

or spoken word. The Tribune’s brand is not just a circulation offer or an ad campaign. It’s who

we are and what we are to readers, to advertisers, to community leaders – and to ourselves.

4

BRAND . IDENT ITY

“A brand is the sum of the good, the bad, the ugly, and the off-strategy. It is

defined by your best product as well as your worst product. It is defined by

award-winning advertising as well as by the god-awful ads that somehow

slipped through the cracks, got approved, and, not surprisingly, sank into

oblivion. It is defined by the accomplishments of your best employee – the

shining star in the company who can do no wrong – as well as the mishaps of

the worst hire that you ever made. It is also defined by your receptionist and the

music your customers are subjected to when placed on hold. For every grand

and finely worded public statement by the CEO, the brand is also defined by

derisory consumer comments overheard in the hallway or in a chat room on the

Internet.”


An identity system, on the other hand, is a set of specific symbols and terms that represents the

institution and promotes recognition. Although born from the essential nature of the brand,

they are more tangible and are employed in practical ways. The logo, established type styles, and

acceptable colors are the foundation of an identity.

In The Tampa Tribune’s case, the masthead is our logo and identity. The tagline “Life. Printed

Daily.” is in fact what we do. What a newspaper represents is a daily account of events that touch

people’s lives. While not every person relates to every story, many headlines will connect with

many individuals. It may affect a person in a good or a bad way. But the fact is, there’s no other

medium where a person can find this information like they can in the newspaper. It’s completely

portable, obtainable and user friendly. It’s the one place where one can investigate what’s happen-

ing around them and discover how it intersects with their life.

Therefore the elements of the Tribune’s identity should be stable. The logo, typography and col-

ors, when applied uniformly, create an image of the Tribune. That image becomes consistent

to readers and resonates emotionally with the community so we become the preferred brand.

Graphic designers must adhere faithfully to these identifiers when creating materials. Any devia-

tions must be approved by the Marketing Director — with no exceptions. In addition, employees

outside the Marketing Department should not design or produce Tribune brand materials on

their own. It is important that our copywriting also be consistent to reflect the brand focus.

There are specific copy guidelines that are written and used by the marketing copywriting staff.

In addition to logo usage adhering to our identity standards, it is important that copy adhere to

the standards and receive marketing approval as well.

The following guide is meant to be that road map for all to use and understand. Though it does

not include every use, it provides an overview of widely used applications.

5

BRAND . IDENT ITY

I D E N T I T Y S TA N DA R D S G U I D E – N o ve m b e r 2 0 0 5 6

THE TAMPA TR IBUNE LOGO

The Tampa Tribune logo prints

in black and the tagline prints in

PMS 187. For one-color applica-

tions use black logo with black

tagline. The Tampa Tribune logo

should never publish in any other

color than PMS 187 or black.

When horizontal space is limited

use the “stacked” logo treatment.

The logos, horizontal or “stacked,”

may not be altered in any way

unless approved by the Marketing

Director.

Neither logo may be reduced

smaller than 50 percent. Reversed

logos may not be reduced more

than 65 percent.

100% black

100% black

colored background

100% red PMS 187

reversed/drop to white

colored background

reversed/drop to white

100% black

100% black

100% red PMS 187

50 percent 65 percent

“Life. Printed

Daily.” is a

registered

trademark of

The Tampa Tribune.


AFF IL IATED LOGOS

100% black

100% black

full color

100% black

60% black

100% black

100% red PMS 187

100% black

100% red PMS 187

100% black

100% red PMS 187

THE OFFICIAL NEWSPAPER OFTHE BUCCANEERS AND THEIR FANS


APPLY ING COLOR

The Tribune logo may be printed on a colored background. But when the background

color is darker than 50 percent of a spot color or combination of cyan, magenta, yellow

and/or black the logo must be reversed (dropped to white, see page 6 for samples).

In print, ink colors are referred to most often by their Pantone Matching System (PMS)

numbers. Graphic designers work with CMYK (cyan, magenta, yellow and black)

formulas for 4-color-process printing. Since the Web requires colors to be viewed in

an RGB (red, green and blue) format, neither of these colored systems are Web safe,

so the Tribune’s equivalents for the Web are shown here.

PMS 187 (red)

for print for Web

C 0 #990000

M 91 R 152

Y 72 G 22

K 24 B 30


The Tampa Tribune logo can be retrieved from a server, which most if not all Tribune,

WFLA and TBO employees can access.

1. Navigate to “My Network Place” on your PC’s desktop and double click

2. Double click “Entire Network” “globe” icon

3. Double click “Microsoft Windows Network” icon

4. Double click “Tribune”

5. Double click “Trib-main1”

6. Double click “Public”

7. Double click “Marketing Communications”

8. Double click “logos”

9. Double click “TribuneLife.Printed Daily”

10. Locate correct logo

If you experience problems accessing the servers or folders indicated above, call the

IT Helpdesk at extension 8182, (813-259-8182).

If you have questions regarding the Tribune logo file or the form in which it was created,

call the Tribune’s Marketing art department at extension 7464, (813-259-7464).

ACCESS ING THE TAMPA TR IBUNE LOGO

If you experience problems accessing the servers or folders indicated above, call the

IT Helpdesk at extension 8182, (813-259-8182).

Internal clients and customers outside the Tribune can

access the logos by going to TBO.com,

Keyword: Tribune logos


UNACCEPTABLE USES OF LOGO ELEMENTS

DO NOT use the logo graphic without the tagline, unless the logo is reduced by 50 percent, which would make it illegible.

DO NOT resize and/or reposition the tagline in relation to the graphic.

DO NOT re-typeset logo or tagline. Tagline should never appear in upper and lower case or without periods.

DO NOT use a photocopy or fax copy of the logo for reproduction.

DO NOT delete "THE" from the logo

DO NOT use the logo on a colored background of more than 50 percent. This includes spot colors and CMYK combinations (see page 8 Applying Color, in this booklet).

Life. Printed Daily.LIFE PRINTED DAILY

UNACCEPTABLEUNACCEPTABLE


You may see the Tribune logo and the tagline used in various forms in many different venues.

But the creative application of these graphics is strictly limited to the Marketing design staff, and

approved by the Marketing Director. Please ensure that community contacts are aware of these

guidelines and that they have a current Tribune logo (i.e. sponsorship recognition, etc.).

Manipulating the Tribune logo unless otherwise stated is strictly prohibited.

1 1

UNACCEPTABLE USES OF LOGO ELEMENTS

DO NOT use the tagline without the logo graphic, unless approved by the Marketing Director.

DO NOT condense or stretch the logo graphic or tagline.

DO NOT USE MATERIALS WITHOUTDATED LOGOS/SLOGANS


BUS INESS CORRESPONDENCE

Correspondence is widely visible to our public, so stationery is an integral part of our identity sys-

tem. This section shows specifications for letterhead, envelopes and business cards.

Individuals who prepare correspondence should follow the formats for keying text as shown in these

pages. Content should be input in 10 point Utopia and the line spacing should be 1.5 lines. If that

typeface is not available, 10 point Times New Roman may be used (in that order of preference).

1”

2”

1”50% of original size

10 point Utopia

1.5 line spacing

1”



Date

Addressee’s name

Page number

As you prepare your marketing plans for the fall and next year, please note that our new advertising rates for

2005/2006 will be effective Oct. 1, 2005. In preparing the cards, we strived to provide you with unprecedented

audience reach in the most cost-efficient ways. To receive a copy of the new rate card, please ask your sales

representative or visit TBO.com, Keyword: Rates.

It is our goal to grow your business, so please let us know how we can serve you. We wish you

a continued prosperous year.

Compimentary close,

Name of sender

Title

Sender’s/prepare’s initials

Encl.

cc:

Second Sheet

1”

1”

1”50% of original size

1”



The fax cover sheet is located in the Trib-main1 server in the Human Resources FORM folder.

This is the same location where previous fax cover sheets have been kept for companywide

access. Note that this cover sheet is a Microsoft Word template that can be saved on your PC

and used over and over. You’ll find FAX cover sheet1.doc allows bureau users to customize their

mailing addresses and phones. All copy should be set in Utopia, 10 point with 1.5 spacing.

(If Utopia is not available you may use Times New Roman.) If a specialized/custom fax sheet

is required, please contact the Marketing Creative Manager at extension 7464 (813-259-7464).

Date: From:

Pages including cover: Company:

To: Phone:

Company: Fax:

Phone: E-mail:

Fax: Address:

Comments:



Note cards are

available through

administrative

assistants to use

for handwritten

notes.


EMAIL S IGNATURES

SUNBELT NEWSPAPERS I HERNANDO TODAY I HIGHLANDS TODAY I SUNCOAST NEWS

Pete MasemCreative Manager

Advertising202 S. Parker St. Tampa, FL, 33606

[email protected]: 813.259.7936

HERNANDO TODAY I HIGHLANDS TODAY I THE SUNCOAST NEWS I SUNBELT NEWSPAPERS

Pete MasemAdvertising Creative Manager

202 S. Parker St. , Tampa, FL, [email protected]

office: 813.259.7936


202 S. Parker St. ,Tampa, FL, [email protected]

office: 813.259.7936



office: 813.259.7936



office: 813.259.7936



office: 813.259.7936



office: 813.259.7936



office: 813.259.7936



office: 813.259.7936



office: 813.259.7936

SUNBELT NEWSPAPERS I HERNANDO TODAY I HIGHLANDS TODAY I SUNCOAST NEWS

Pete MasemCreative Manager

Advertising202 S. Parker St. Tampa, FL, 33606

[email protected]: 813.259.7936

HERNANDO TODAY I HIGHLANDS TODAY I THE SUNCOAST NEWS I SUNBELT NEWSPAPERS



office: 813.259.7936



office: 813.259.7936



office: 813.259.7936



office: 813.259.7936



office: 813.259.7936



office: 813.259.7936



office: 813.259.7936



office: 813.259.7936



office: 813.259.7936

Converged Logosin this order

Employee Infotmation

Tampa Tribne logowith Associate logos

Employee Infotmation

16


BUS INESS CARDS

Your Name Here your title herephone: 000-000-0000 fax: 000-000-0000e-mail: [email protected]: 000-000-0000 pager: 000-000-0000

2 0 0 - 2 0 2 S . Pa r ke r S t re e t , Ta m p a , F L 3 3 6 0 6 - 2 3 9 5

Your Name Here your title herephone: 000-000-0000 fax: 000-000-0000e-mail: [email protected]


Matt Larson In-house Agency Managerphone: 813-259-7464 fax: 813-259-8009cell: 813-731-8116e-mail: [email protected]


Marti Wiggins In-house Agency Copy Managerphone: 813-259-7769 fax: 813-259-8009e-mail: [email protected]


Carla Rockwell Publisher, Sunbelt Newspapersphone: 813-657-4505 fax: 813-657-0000e-mail: [email protected]

1 4 0 1 O a k f i e l d D r i v e , B ra n d o n , F L 3 3 5 1 1

6 2 1 4 U S H i g h w a y 1 9 , N e w Po r t R i c h e y, F L 3 4 6 5 2

Your Name Here your title herephone: 000-000-0000 fax: 000-000-0000e-mail: [email protected]

All Tampa Tribune and associate publications share the same business card style.

When ordering business cards, please photocopy this sample and make the neces-

sary changes and forward to the business office. The only areas that can be changed

are indicated below.

Name: 14 point Dinmittleschrift 25 kerning

Title, numbers and e-mail :8 point Dinmittleschrift 25 kerning All lines have 11 point leading and are positioned flush left.If name and title exceed top line, set name on the first line and title on the next.Cell and pager line is optional.

Address: 8 point Dinmittleschrift 125 kerningand is centered on the card

100% PMS 187 (red)(top bar, "Life. Printed Daily.",

and line underneath)

100% black


MULT IMEDIA BUSINESS CARDS

When ordering business cards, please photocopy this sample and make the neces-

sary changes and forward to the business office. The only areas that can be changed

are indicated below. Employees who have responsibilities across multi platforms

will utilize a multimedia version of business correspondence materials. They cur-

rently include employees in the Human Resource, Facilities, Administration and

Sports departments.

Name: 14 point Dinmittleschrift 25 kerning

Title, numbers and e-mail :8 point Dinmittleschrift 25 kerning All lines have 11 point leading and are positioned flush left.If name and title exceed top line, set name on the first line and title on the next. Cell and pager line is optional.

Address: 8 point Dinmittleschrift 125 kerningand is centered on the card

CMYK to matchPMS 131

CMYK


FONTS

Dinmittleschrift 72pt.

TradeGothic Bold 14pt.

TradeGothic 9pt.

Life=MoviesHere's an example of a subhead, in approximately the size you'd use.Still, space, so far as regards the manifold, occupies part of the sphere of formal logic concerning the

existence of our a priori concepts in general. Since all of the phenomena are hypothetical, the practical employment of the Antinomies, in so far as this expounds the necessary rules of our ideas, occupies part of

the sphere of our understanding concerning the existence of our sense perceptions in general.

DINNeuzeitGroteck Bold Cond. 72pt.TradeGothic Bold 14pt.

TradeGothic 9pt.

Life=MoviesHere's an example of a subhead, in approximately the size you'd use.Still, space, so far as regards the manifold, occupies part of the sphere of formal logic concerning the

existence of our a priori concepts in general. Since all of the phenomena are hypothetical, the practical employment of the Antinomies, in so far as this expounds the necessary rules of our ideas, occupies part of

the sphere of our understanding concerning the existence of our sense perceptions in general.

Times Roman 72pt.

TradeGothic Bold 14pt.

TradeGothic 9pt.

Life=MoviesHere's an example of a subhead, in approximately the size you'd use.

Still, space, so far as regards the manifold, occupies part of the sphere of formal logic concerning the existence of our a priori concepts in general. Since all of the phenomena are hypothetical, the practical employment of the Antinomies, in so far as this expounds the necessary rules of our ideas, occupies part of the sphere of our

understanding concerning the existence of our sense perceptions in general.


ADDIT IONAL APPL ICAT IONSOF THE TAMPA TR IBUNE BRAND

The following are examples of how The Tampa Tribune brand is regulated through-

out different departments. From advertising sections to sales materials, premiums

to transportation vehicles, the same brand guidelines are closely adhered to.

Print ads

As the flagship of the Tribune’s branding efforts, the series of print ads officially

launched the brand and continually explains its message to our readers. The ads

feature an authentic photo (no stock photography), complete with a date stamp, a

real headline from a local story, and copy that gives readers means to connect the

newspaper to their daily lives. Ads appear in The Tampa Tribune in addition to

event programs and service directories.

Date stamp

Authentic photo

Actual newspaperheadline/article

Plain-spoken copy

Logo


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PROGRAM AD (s ty le 1 = convergence)

Time Stamp:Font: DIN Schrift 1451 Mittelschrift(float placement)

Leave border around ad

Body Copy:Font: Trade Gothic (light)

Logos in this order

21

I D E N T I T Y S TA N DA R D S G U I D E – N o ve m b e r 2 0 0 5I D E N T I T Y S TA N DA R D S G U I D E – A p r i l 2 0 0 5

PROGRAM AD (s ty le 2 = L i fe Equa ls )

22

HeaderFont: Trade Gothic Condensed No. 20



Phone Number:Font: Trade Gothic Bold No. 2

Logo

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PROGRAM AD (s ty le 3 = To l l P laza)

23

Headline Tear



Footer


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PROGRAM AD (s ty le 4 = I ssue Box)

Issue BoxFont: DIN Schrift 1451 MittelschriftAll Caps(float placement)





Logo

24


PROGRAM AD (s ty le 5 = Brand)

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Headline Tear:float placement


Logo

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PROGRAM AD (s ty le 6 = Honorary Tr ibute)



Headline Tear:float placement



Logo

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PROGRAM AD (s ty le 7 = Convergence Conference)


Body Copy:Font: Trade Gothic

(light)Converged Logos

(in this order)

27


PROGRAM AD (s ty le 8 = Focus On Communi ty )

HeaderFont: DIN Schrift 1451 Mittelschrift

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Body Copy:Font: Trade Gothic

(light)

Logos(in this order)

Time Stamp:Font:

(float placement)

28


PROGRAM AD (s ty le 9 = Marquee)

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Headline Tear

LIFE PRINTED DAILYFont: Trade GothicBold No.2

29


PROOF OF BENEF IT ADS

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Ripped Paper

Headline:Trade Gothic Bold Condensed No.20


Converged logos in this order

30


BILLBOARD

31

Issue Box:Font: DIN Schrift 1451 Mittelschrift

Time Stamp:Font: DIN Schrift 1451 Mittelschrift


AIRPORT BOARDS

32

Time Stamp:Font: DIN Schrift 1451 Mittelschrift

Life = Font: Times Roman

Logo


BAYL IFE BOX

Header:Font: Trade Gothic (Bold No. 2)Size: 18 pt

Body Copy:Font: Trade Gothic (Medium)Leading: 10.8 ptSize: 9 pt

Footer:Font: Trade Gothic (Bold No. 2)Size: 9 pt

*NOTE: Breaking red header is OK, however DO NOT cover any of

the top or bottom header's copy.

*NOTE: keep copy on white, rather than reversing copy over

photos

TBO Web BayLife Boxes

Header:Font: Trade Gothic (Bold No. 2)Size: 26 pt

Body Copy:Font: Trade Gothic (Medium)Size: 12 pt

Footer:Font: Trade Gothic (Bold No. 2)Size: 14 pt

Saving Specs:Gif fileUnder 20kDithered72 dpiRGB

Save name format:baylifebox_fri_300x250.gif

33

(only replace the "fri" - use only 3 letters for the day)


FR IDAY EXTRA PROMO BOX

Header:Font: Trade Gothic (Bold No. 2)Size: 21 ptLeading: 24 pt

Body Copy:Font: Trade Gothic (Medium)Size: 10 ptLeading: 14 pt

Footer:Font: Trade Gothic (Bold No. 2)Size: 10 ptLeading: 11 pt

(Do not overlap graphic over type)

34


COMMENTARY PROMO BOX

Header:Font: Trade Gothic (Bold No. 2)Size: 21 ptLeading: 24 pt




35


COMMUNITY COLUMNIST

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Header:Font: Trade Gothic (Bold No. 2)Size: 18 ptLeading: 21.6 pt

Body Copy:Font: Trade Gothic (Medium)Size: 8 ptLeading: 9.6 pt

Footer:Font: Trade Gothic (Bold No. 2)Size: 9 ptLeading: 10.8 pt

Community Columnist Headshot


By Community Columnist:Font:DIN Schrift 30640 Neuzeit Grotesk Bold CondensedSize: 15.5 pt

Columnist Name:Font:DIN Schrift 30640 Neuzeit Grotesk LightSize: 12Kerning: Align name with end of top line

36


CONVERGED PROMO

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Header:Font : Trade Gothic Bold Condensed No. 20Size: 13 pt

Font : Trade Gothic Bold No. 2Size: 18 pt

Subhead:Font: Trade Gothic MediumSize: 9 ptLeading: 10.8 pt

Content:Font: Trade Gothic Bold Condensed No. 20Size: 9 ptLeading: 10.8 pt

Logos:

37


FORWARD PROMO BOX

38

Header:Font: Trade Gothic (Bold No. 2)




ADVERT ISER AD TEMPLATE

"Advertising =" varies with topic. However, it is often "Advertising = Success." Please keep space between the box and the "=" and the space between the "=" and the next word equal.

Use fonts provided. Size may vary depending on ad size. Keep in proportion.

Use the color blocks below for full color or spot color ads

Use a photographonly. No line art.

Logos vary with conver-gence.

Use TBO.com tagline if running on TBO.

If not, use LIFE. PRINTED DAILY. tagline

This template is to be used for Advertiser ads ONLY.

39


READER AD TEMPLATE

"Life =" varies with topic. Please keep space between the box and the "=" and the space between the "=" and the next word equal.

Use fonts provided. Size may vary depending on ad size. Keep in proportion.

Use the color blocks below for full color or spot color ads

Use a photographonly. No line art.

No logo. Only use this bottom tagline

This template is to be used for Reader ads ONLY.

40


CIRCULAT ION FLYERS

41

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Get connected to your

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Giveaways: Standard logo guidelines also apply to giveaway items, premiums and point-of-

purchase materials, with particular attention to size and placement of logo in relation to

the size and shape of the premium. All items are ordered exclusively through the Marketing

Department and produced through Marketing’s preferred vendors. The Tribune maintains

an online store with JB of Florida where employees can order a variety of apparel items with

the Tribune logo during specific order periods throughout the year. Visit www.ourgear3.

com, password: newscenter.



Circulation and Advertising sales materials: The Tribune brand message takes a sales

approach through its advertising and circulation sales materials. These items include sales

fliers, rate cards, PowerPoint presentation templates, direct mail offers and other collateral.

The guidelines apply through plainspoken, benefit-driven copy, useful specifications and

data, and authentic photos taken in the marketplace.


Special Sections calendar

Rate Book

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Classified section front

As a highly interactive section in Tribune readers’ and advertisers’ lives, the Classified sec-

tion is a key element in the Tribune’s brand strategy. The cover of the Tribune’s Classified

section was redesigned to integrate the brand message with authentic photos of people and

places in the market, and meaningful ad copy that speaks to buyers and sellers. In addition,

categories are bold and simple to find. Each day of the week features a different photo and

key category (auto, real estate, merchandise, etc.).

Key category with copy that

relates to photo.



Racks: The “last five feet” are extremely important to single copy sales. Impulse buyers

will judge the quality of the product in part by the packaging, which in this case is our racks.

(NOTE: Racks are being updated through a refurbishment schedule, so marketwide

compliance may take some time.)

Hood paintedin PMS 187

BACK SIDE

Hood paintedin PMS 187

Logo including TBO.com

Logo including TBO.com

Image area avail-able to customize local zone (Pasco Tribune, South Tampa)

Logo sticker PMS 187 with white type

Life. Printed Daily.

FRONT



The colorful, boldly redesigned Tribune delivery trucks reflect the brand through

billboard-size photos on the sides of the trucks, and the Tribune

Life. Printed Daily. and TBO logos on the front and back. Truck graphics are

processed through the Tribune Marketing department.



DEL IVERY BAG AND STACK CARD

47

For more information or to request

marketing assistance with Tribune brand

materials, please contact Amy Chown,

Marketing Director, at extension 7767,

(813-259-7767).

Open end

Closed end

This end tucked into stack of papers

Fold line

This end hangs down in front of papers