Hearst Newspapers Launches Multi-Market Advertising Campaign to Expand Readership & Digital Subscriptions

Hearst Newspapers today announced the launch of a multi-market advertising initiative that showcases the power of its journalism and its advances in digital storytelling. The campaign, which begins with two of Hearst’s leading news brands—the San Francisco Chronicle and Houston Chronicle—will expand to additional markets in the coming months. The effort was created in partnership with PMG, which was recently named Hearst’s creative and media agency of record.

Titled “There’s More with the Chronicle,” the initiative highlights the wide-ranging coverage and digital innovations that connect readers to the issues that shape their communities and to the wider world. The campaign is part of a previously announced multimillion-dollar, multi-platform investment in brand building across Hearst’s businesses and is a key component of the company’s broader investment in its newspaper business, alongside its recent announcement to acquire the Austin American-Statesman.

“We are committed to high-quality journalism and growing readership in the digital era,” said Jeff Johnson, president, Hearst Newspapers. “This campaign highlights the vital role our news brands play in keeping readers informed and engaged. It aims to attract new readers and reconnect with former subscribers by showcasing our in-depth reporting, service-oriented coverage, and innovative storytelling.”

The campaign highlights Hearst Newspapers’ expanding digital offerings while honoring its print legacy, balancing traditional news topics with lifestyle content and the evolving needs of today’s readers. The message emphasizes the power of local journalism and the expanding digital experiences that provide deeper engagement than ever before.

“We wanted to capture the energy and unique relationship between two world-class cities and the people who call them home,” said Andrew Harper, executive creative director, PMG. “In San Francisco and Houston, there’s so much to be discovered to get the most out of your city.”

Future campaigns will extend to the Times Union of New York’s Capital Region, the San Antonio Express-News and Hearst’s Connecticut news brands. Each market will tailor the “There’s More with…” message to the coverage areas that matter most to its readers, reinforcing Hearst’s deep-rooted connection to the communities it serves.

To maximize awareness and engagement, the campaign will leverage a strategic media mix combining Hearst-owned assets with paid media, spanning billboards, television, streaming services, connected TV, radio, podcasts, and digital display advertising. A market-specific approach ensures the campaign reaches readers where they are.

With more than 2,300 colleagues across the nation, Hearst Newspapers—the operating group responsible for Hearst’s newspapers, local digital marketing services businesses, and directories—publishes 26 dailies and 52 weeklies across the U.S.