Koran atau surat kabar sebagai produk selalu memiliki positioning. Positioning merupakan pembeda dari produk lainnya yang sejenis.
Positioning atau moto atau slogan atau tagline sering merupakan pernyataan visi atau tujuan. Kompas, misalnya. Koran terbesar di Indonesia ini mengusung positioning "Amanat Hati Nurani Rakyat".
Koran-koran Tribun, merek koran daerah Kompas Gramedia, mengusung "Spirit Baru ..." Tribun Timur yang terbit di Makassar, contohnya, membawa slogan "Spirit Baru Makassar". Sedangkan Tribun Medan membawa tagline "Spirit Baru Sumatera Utara".
Tagline biasa juga dipakai para politisi. Susilo Bambang Yudhoyono (SBY) ketika berduet dengan Boediono pada Pilpres 2009 mengkampanyekan tagline "Lanjutkan".
Berikut beberapa contoh tagline surat kabar di Eropa, Amerika, Asia, dan Australia serta Afrika yang dikutip dari Database of slogans, Advertising slogans of newspapers.
Financial Times Newspaper
Advertising slogan: No FT, No Comment
The Independent newspaper
Advertising slogans: The quality compact.
It is. Are you?
New York Times Newspaper
Ad slogan: All the News That's Fit to Print
Daily Mirror, Britain's tabloid newspaper
Slogans: Daily Mirror. Be part of it
Forward with the People
Forward with Britain
Biggest daily sale on Earth
The Times of India, newspaper, Delhi
Advertising slogan: The joy of continuous celebration
Wall Street Journal
Slogan: The daily diary of the American dream
The Times newspaper, UK
Slogans: Join the debate.
Are you missing what's important?
Top people take the Times.
When The Times speaks, the World listens.
Have you ever wished you were better informed?
Sunday Times newspaper, Great Britain
Slogans: Sunday isn't Sunday without the Sunday Times
The Sunday Times is the Sunday papers
Ekstra Bladet tabloid newspaper, Denmark
Slogans: What would you do without Ekstra Bladet?
Put up with Ekstra Bladet or put up with anything
Cape Times newspaper
Tagline: There's nothing more valuable than knowledge
Helsingin Sanomat newspaper
Marketing slogan: Scandinavia's BIGGEST newspaper
The Mail On Sunday newspaper
Advertising slogan: A newspaper, not a snooze paper
Bild Newspaper, Germany
Ad slogan: Bild. Read the world's fastest newspaper
Chicago Tribune newspaper brand
Taglines: What's in it for you?
Chicago Tribune. Beyond words.
The Detroit News, Michigan, USA
Marketing slogan: We Know Where You Live
Herald newspaper, Everett, Washington, USA
Tagline: Herald. If It Matters To You, It Matters To Us
Evening Herald tabloid newspaper, Dublin, Ireland
Advertising slogan: Evening Herald. The Best Part of the Day
The Dominion Post, broadsheet newspaper
Motto: Making Twice the Noise (for New Zealand version)
Toronto Star, major Canadian newspaper
Advertising slogan: Toronto Star. It's where you live.
Sowetan, South Africa's daily newspaper
Slogans: Power your Future.
Sowetan. Building the Nation.
Daily Times newspaper, Lahore, Pakistan
Slogan: Your right to know. A new voice for a new Pakistan.
Indian Express newspaper
Motto: Indian Express. Journalism of courage.
Cape Argus, an afternoon newspaper, Cape Town, South Africa
Advertising slogan: Cape Argus. News you can use.
Nasha Canada newspaper (biweekly ethnic newspaper on Russian language)
Advertising slogan: The newspaper for those who can read.
Scotland On Sunday, broadsheet newspaper
Tagline: Scotland up close.
Courier News, Bridgewater, New Jersey, USA
Advertising slogan: Local News. First in the Morning.
The Scotsman newspaper
Advertising slogan: The Scotsman. It's thinking time.
Edinburgh Evening News newspaper
Marketing slogan: Evening News. Tomorrow's News Today.
The Australian, Australia's national daily newspaper
Tagline: Are you an informed Australian?
The Daily Telegraph, broadsheet newspaper, UK
Slogans: We've got the greatest writers.
Read a bestseller every day.
Daily Telegraph. Britain's Best Selling Daily Broadsheet.
Daily Telegraph. Share Trader Game.
Wairarapa Times-Age daily newspaper, Masterton, New Zealand
Advertising slogan: Your Region. Your Paper.
The Sunday Herald, Scotland
Marketing slogan: Sunday Herald. Seven Days. One paper.
The Sun, a British tabloid newspaper
Tagline: The Sun. We love it!
Daily Express, a British tabloid newspaper
Slogan: The paper that stands for real values and gives you real value for money.
The Sunday Post, Scottish newspaper
Advertising slogan: The Sunday Post. It makes perfect sense.
Thisday, Nigeria's newspaper
Motto: Thisday. African views on global news.
Scottsbluff Star-Herald, Nebraska, USA
Ad slogan: The Star-Herald. Pride in the Panhandle.
Waikato Times, Waikato, New Zealand
Marketing slogan: As Waikato As It Gets.
The Guardian, a British daily newspaper
Tagline: The Guardian. Think...
The News of the World, Britain's newspaper
Advertising slogan: Big on Sundays.
Sumber:
http://www.textart.ru/database/slogan/2-newspapers-advertising-slogans.html
Semoga tagline tersebut memberi inspirasi kepada Anda.
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