The Forward Newspaper
HELPING A 113 YEAR-OLD JEWISH LADY INFLUENCE GENXers
How did we make "your grandma's Yiddish newspaper" relevant to a younger, secular, Internet focused audience?

The Forward, widely respected as America's most influential Jewish newspaper, was suffering from an onslaught of competition -- from The New York Times to localized weekly Jewish newspapers and the growing blogosphere.

Recognizing The Forward's, 113 year history, brand equity and importance in the U.S. media world, ALC began using the tagline, "America's most influential Jewish newspaper" and its award-winning website.

A core element of the program was to drive web traffic with a consistent blogging effort customized to key stories that appear on the website.

ALC also arranges national media interview for editorial staff to provide commentary on unfolding American Jewish issues covered in the paper and elsewhere.

Lastly, The Forward infrequently breaks important national stories, and features ongoing coverage such as the Agriprocessors Kosher slaughterhouse labor scandal, and Sen. George Allen's election to name two. We maintained Forward's exposure for these breaking stories in major national print and TV media.
BOTTOM LINE
ALC generated widespread consistent coverage in key media outlets including The New York Times, USA Today, Fox News, CNN, New York Post, The Hill, e-philanthropy and major blogs such as Huffington Post, Politico, Gawker, Wonkette, Jewlicious, Jewschool and Canonist.

"A. Lavin Communications' strategic thinking and efforts has consistently generated top-notch publicity and helped increase the Forward's online traffic by more than 200 percent."
David Drimer
Associate Publisher
The Forward