The Sway's marketing tactics are a little bit different 2/24/17

By Jane Nicholes, SNPA Correspondent

If there's another newspaper with a beer named after its innovation, we haven't heard about it.

The Pilot publishes Wednesdays and Sundays and circulates 12,500 papers in Southern Pines, N.C. It, like many other papers, looked for a way to reach millennials with advertising and news while capitalizing on the services offered by its in-house First Flight Digital operation.

What The Pilot came up with does not involve top executives at the paper, and it isn't afraid to take a risk. The name of the product is The Sway, and it's an email newsletter "that delivers bite-sized information with a funny, snappy voice," according to the paper's entry.

Calendar View all