The Chicago Sun-Times, Chicago's oldest paper, is being transformed and has recently rebranded as "The Hardest Working Paper in America." To signal the reset and compel readers to imagine the city without the paper, they left their most valuable piece of real-estate - the cover itself - blank.
The act is intended to increase digital and overall subscriptions. It is part of a series of efforts the paper will be undertaking as part of their rebranding, and their commitment to elevating the content they provide.
Print advertisement created by Ogilvy, United States for Chicago Sun Times, within the category: Media.