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New York Sun debuts TV ad in battle with NY Times

NEW YORK - The New York Sun is to launch a television advertising campaign as it forges on with its attempt to muscle in on the New York Times, which dominates the city's broadsheet market.

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The ads break today, March 31, and will feature the paper's tagline "Expect a different point of view". The newspaper, backed by Lord Conrad Black who also owns The Daily Telegraph in the UK, has a more conservative stance than its rival the New York Times, which is famously liberal.

The spot, created by New York City agency Leapfrog, shows a commuter travelling to work on the subway during rush hour with a copy of The New York Sun under his arm. When he opens the paper, he is illuminated by a glowing beam of sunlight. Other passengers are also drawn to the shining newspaper.

William Kummel, chief operating officer, said: "The campaign highlights the value proposition of The New York Sun. Our research shows that New Yorkers want to have access to a different point of view, and we provide it."

Little less than a year since the paper launched, it is claiming an unaudited daily paid circulation of 25,000, a 40% rise on the paper's first audited figure.

Last year, The New York Sun dropped its cover price by 50% to 25 cents, in the hope that it would encourage readers of the New York Times, which cost 75 cents, to buy both titles together with a dollar bill, instead of waiting for change. Within weeks, however, the New York Times had thwarted this plan, by raising its cover price to a dollar.

The New York Sun launched in April 2002 and was revamped only six months later when its cover was changed and its distribution was widened. The Sun's "Expect a different point of view" slogan is derivative of the Times' "Expect the World".

The title is trying to make its point of difference as the newspaper that makes New York coverage a priority, now that the Times is seen as a national newspaper. Its new advertising campaign will also include print, radio and outdoor advertising, and direct marketing.

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