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Tries to Reposition Online Version as National Player

By Published on .

NEW YORK (AdAge.com) -- The Washington Post Co. today breaks its first ad campaign positioning its flagship newspaper's Web site, www.washingtonpost.com, as a national rather than regional media destination.

Print ads will appear in trade publications. Ad copy touts the Web site's affluent readership, claiming 49% of its readers have household incomes of more than $75,000.

The site was ranked as the No. 3 newspaper site in February based on its 5 million unique visitors, according to Nielsen/NetRatings.

Direct mail, e-mail and event marketing also support the effort. Spending was not disclosed.

Washington agencies Fahey/Davidson handled creative, and Adworks coordinated media buying and planning.

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