When the daily newspaper Diario San Diego wanted to differentiate itself from its weekly print competitor, the publisher turned to radio to carry its musical advertising message to readers and potential new customers. Every month in 2007, the newspaper ran ads on four Hispanic stations – Radio Latina 104.5, Pulsar 107.3, Radio Formula 950 am, and Radio Hispana 1470 – reminding listeners that Monday through Friday, Diario San Diego provides the freshest news, up to date coverage of all sports, and timely items of interest – the best of both sides of the border!

The spots conveyed the message in a form that just isn’t as effective in print – an original advertising jingle that people could instantly recognize. Diario San Diego hired Lan Musical Productions to create the jingle that would brand the newspaper and promote name recognition, with the hope of selling more papers each day.

As you might have guessed, the story ends on a high note. David Lan, who composed, arranged and produced the ads, says the radio campaign was a total success. “People were singing the jingle and making comments that it was very catchy and the melody was nice. Additionally, we drove home the point that this wasn’t another weekly paper. More people began buying Diario San Diego, and sales went up.”

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