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Smart is the New Sexy.
Smart Content
Smart Shopping
Smart Community


The "Smart is the new sexy" industry promotion ads reinforce the value of newspaper media to existing and prospective consumers. The ads speak to the timeless merits of newspaper journalism, newspapers as vehicles for savvy shoppers, and the community insights and information that newspapers provide. Collectively, they reinforce the enduring draw of our medium among print audiences while engaging those consumers who come to newspapers through their many digital formats. Highlighting the multiplatform experience that is today's newspaper, each ad contains a prompt (QR codes for print, "Learn More" links for digital) that draws audiences to NAA.org/smartsexy, a Web page encouraging users to share their connections with newspapers via social networking tools such as Twitter and Facebook. NAA has also provided a social media guide (below) to help newspapers leverage the campaign in their own markets.

The “Smart is the new sexy” campaign took place in October, November and December 2011; however, all advertising materials are still available to newspapers that wish to run them in print or online. Interested newspapers may download print and digital files for each ad using the image buttons on the right rail.

Questions? If you need assistance with the ad, please contact us at feedback@naa.org.


The “Smart is the new sexy” campaign was an excellent opportunity for newspapers to engage consumers in a dialogue about the value that newspapers bring to their lives. NAA's social media guide offerered suggestions for leveraging the campaign as an awareness and engagement tool in their communities. Though the official campaign has ended, this guide may still be useful to newspapers looking to further their own brand by delivering an interactive experience centered on the theme of the campaign. Included in the guide are tips on how to:
  • Support the theme of the ads using social media;
  • Leverage various platforms, including Facebook, Twitter and your newspaper's website to engage readers in conversation about your newspaper;
  • Spur your readers to participate by following social media best practices and generating excitement within your community;
  • And more!

Download NAA's Tips for Social Media Engagement.



Hear what others have to say about the importance of newspapers in their lives.