Philadelphia Daily News to launch a weekend edition in fall
Philadelphia Business Journal - by Peter Van Allen Staff Writer

Fresh from winning a Pulitzer Prize, the publisher of the Philadelphia Daily News said Tuesday the newspaper will launch a weekend edition in October.

It hopes to extend its readership by offering weekend entertainment, sports, gossip and politics coverage. The publication will aim for younger readers, and offer different coverage than its sister publication, the Philadelphia Sunday Inquirer.

Lockfist Blowhard Rides Again: Inky Suffers 5% Circulation Drop, Philebs Blames Elizabeth Wellington Exclusively

In related news, the Inky has retained the services of Quaker City Mercantile (formerly known as Gyro Worldwide) to create a new campaign that reflects the new numbers, which is said to be less "Pigs Fly" and more teen angsty. New slogans reportedly in the running are "Pfft, Whatever," "Nothing Matters And What If It Did," and "REAL Suburban White People Don't Get Their News From The Internet.

Lightborne Creates Colorful Virtual World in New Spot for Philly Website

Philly.com, the top-rated website for The Philadelphia Inquirer and Daily News, recently revamped its look, and added locally relevant content and interactive features.
Ad agency Quaker City Mercantile, charged with introducing the new look and design to the public, partnered with Lightborne to create a visually compelling spot, which aptly captures the tagline, "Anything & Everything Philly."

"Planet Philly" features eye-popping animation, rich textures and a palette of reds and beige, mirroring the website aesthetic.
The integration of graphics and 3D animation brings "The City of Brotherly Love" to life.

Philadelphia erects and unfolds before the viewer's eyes -- evoking a sense of Philly culture and history, and serving as a metaphor for the website's interactivity and local happenings.

Animated paper-cutout silhouettes of people fill the streets adorned with famous landmarks, icons, and words reminiscent of Philadelphia.

Lightborne Creates Colorful Virtual World in New Spot for Philly.com

Philly.com, the top-rated website for The Philadelphia Inquirer and Daily News, recently revamped its look, and added locally relevant content and interactive features. Ad agency Quaker City Mercantile, charged with introducing the new look and design to the public, partnered with Lightborne to create a visually compelling spot, which aptly captures the tagline, "Anything & Everything Philly."

"Planet Philly" features eye-popping animation, rich textures and a palette of reds and beige, mirroring the website aesthetic. The integration of graphics and 3D animation brings "The City of Brotherly Love" to life. Philadelphia erects and unfolds before the viewer's eyes - evoking a sense of Philly culture and history, and serving as a metaphor for the website's interactivity and local happenings. Animated paper-cutout silhouettes of people fill the streets adorned with famous landmarks, icons, and words reminiscent of Philadelphia.

The more you weigh, the more you pay ...

Seen this? A new campaign from Derrie-Air wants to charge passengers by the pound! Don't expect to get a seat because it is already fully booked.

You'll get the real story if you go to the home page tied to the one-day advertising blitz in The Philadelphia Enquirer and the Philadelphia Daily News. No, this wasn't a campaign to get bums on seats (thin ones) but a campaign to show that advertising in newspapers still works. In other words, they were kidding.

Click rate for fake ad soars

IAB SmartBrief | 06/16/2008

A spoof ad for an airline dubbed "Derrie-Air" that promised to charge passengers based on their body weight, garnered a 1.25% click-rate on Philly.com -- well above the U.S. industry average 0.05%. Philly.com (06/07