Puerto Rican Paper Delivers, Even In Hurricane

Puerto Rican newspaper El Nuevo Dia countered falling subscription numbers and competition from free papers with a campaign through Badillo Saatchi & Saatchi that reminded readers about its importance. With Hurricane Isaac approaching last August, the paper prepared by making sure it delivered an issue to 5,000 former readers who had cancelled their subscriptions. It came with a sticker reminding them that "On days like today, we are still the only ones that deliver". As a result, 37% of recipients reactivated their subscriptions.