The Relevance Project is a North America-wide promotion and marketing campaign designed to reposition and rebrand community newspapers and position them for relevance in a digitally focused world.  Relevance is the paramount driver of news consumption and journalism has never been more important – that’s our differentiator.  Citizens navigate a high choice media environment with an abundance of ways to stay informed.  Our unique content creates the value quotient.


The Relevance Project is a “take back the night” movement – it seeks to harness the collective reach of more than 8,600 newspapers published throughout the United States and Canada to create a uniform voice spreading important messaging about the unique value newspapers alone deliver.


The first toolkit released by the Relevance Project is our Revenue Resource packet, the initial components of which are listed below.  We urge you to customize these ad tools, adding your own logo and personalization and to use them in media kits, sales calls, house ads, online, and emailed to prospective advertisers.  We welcome your feedback and encourage you to check back often as new material will be added on an ongoing basis.


COMING SOON – a toolkit for newsrooms!  Stay tuned!




Check out a new exclusive benefit to members of the Relevance Project partnership with Metro Creative Graphics and Pulse Research.


Together, we announce a COMPLIMENTARY OFFER that further advances the Call to Action categories of advertisers featured on the Relevance Project Revenue Resource 2020. It’s an innovative approach to ENRICH THE PITCH!

Here’s the OFFER:


For five of the Revenue Resource categories — Heating and Air Conditioning Services, Banks, Jewelry Stores, Opticians or Eyeglass Stores, and Continuing Education Services — associations and their members receive AT NO CHARGE access to household buying research presented in a teaser graphic as well as FREE creative services that provide up to 10 options for personalized ads that sales reps can take to potential clients.


The Pulse component features an audience shopping calculator. When you enter your circulation total, you will be amazed at the value of your audience. P.S. So will your local businesses.  Also, it doesn’t matter if you are a 2,000-circulation weekly or a 40,000-circulation daily. The household total interested in buying that particular product or service varies with the market size.

IMPORTANT NOTE: All of the responses were collected by Pulse during the pandemic — a Relevant resource, for sure.

The creative services comes from Metro’s vast library of designs, templates and promotions. It’s impressive when you think of the possibilities that tap Metro’s outstanding talent.

Together, the data from Pulse and the creative material from Metro are a winning combination. The newspaper industry is fortunate to have such valuable supporters.

BUT WAIT… THERE’S MORE! For each of the other 10 Call to Action categories, a spec ad is available — again FOR FREE. All you have to do is find it on the offer page and download it.
More chances for pitches!

So, if you are ready to roll, here’s the process:
Find the LOCAL MARKET ADVERTISING SOLUTIONS box at the bottom of Revenue Resource page. It will take you to the COMPLIMENTARY OFFER. Follow the instructions.

It’s that simple.

Again, start here:


If you’re further intrigued by the possibilities and want to continue with other advertising categories or creative service needs, please contact Pulse and Metro Creative.
Tell them The Relevance Project sent you! 


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Listed below are ads that you can run in your newspaper that promote the power of newspapers.

New promotional ads to use in your newspaper