The AJC newspaper has a lot of interesting articles from looking at the cover. I would probably pick it up on a Sunday for coupons only unless it was a very interesting article I wanted to read. Some people would probably be interested in learning about the latest million dollar winner. The paper is plain but the color scheme makes it stand out. Sunday is all red which is eye catching if you know about the coupons already.
The execution style would be straight sell or factual message. Basically what you see is what you get and there are no tricks. The negative is they should have a bigger cover story to attract attention but on the positive note Sunday coupons will attract coupon lovers.
Target market would be maybe mid 30s-60 maybe. I say this because now most people just go to the internet for news. They do not actually pick up newspapers anymore. Informational appeal is being used. The positioning strategy would be price/quality, benefits, product user, and product use and application.
I think we need to talk about the confusion :)
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