Print is ALIVE


Early in June there was an airline that was causing quite a stir across Philadelphia. Derrie Air is an airline which makes you pay by the weight of your luggage and you! At least that is what the ads in Philadelphia newspapers were saying. But it turns out it was just a ploy. The one day ad campaign was put out by Philadelphia Media Holdings, the papers' owner, and Gyro ad agency in order to prove to people that print advertisements aren't dead.

It didn't take long for the advertisements to begin gaining buzz on the web. Bloggers were talking about the ads and passing around the website to internet users across the country. The website, http://flyderrie-air.com/, discussed what the goals of the airline were. Only those who scrolled to the bottom and read the fine print were able to see that it was really just a ruse. A disclaimer labels the ad campaign "fictitious" and says it is designed "to test the results of advertising in our print and online products and to stimulate discussion on a timely environmental topic of interest to all citizens.

In a very buzz-worthy fashion, the companies were looking just to pull consumers' legs. They are continuing to track the number of hits to the website, though now there is an explanation on their experiment on the home page. They have been successful as news outlets have been picking up the story and internet users have continued to visit the website.