THE CHALLENGE: The New York Times Metro Section was losing circulation because it was no longer seen as a local New York paper. It was perceived as watered down, and lacking the hyper-local insights that made it the gold standard in covering New York. The Wall Street Journal saw this vulnerability, and in response introduced Greater New York, it’s New Yorker-centric answer to the Times' milquetoast Metro Section.

These OOH and digital ads each contain a unique insight that only real New Yorkers, like the writers of The WSJ’s Greater New York Section, would know. Because you have to know New York to cover New York.