Hearst adds Dallas Morning News to marketing push

Hearst Newspapers has extended its multimillion-dollar brand marketing initiative, reinforcing its focus on service-driven, data-powered journalism and the role of local news in guiding communities.

The campaign, developed with PMG, now includes The Dallas Morning News and builds on efforts to grow readership and digital subscriptions across multiple markets.

The Dallas Morning News campaign, titled This Is Home, launches April 1 with out-of-home and cross-channel digital advertising throughout North Texas. A 30-second hero film features the voice of city columnist Robert Wilonsky alongside other newsroom contributors, combining neighborhood vignettes, local landmarks, and everyday moments to position the paper as a trusted guide and community reflection.

Jeff Johnson, president, Hearst Newspapers: "We are doubling down on the needs of local readers and locally focused advertisers, and we’re investing in the tools and storytelling that help communities thrive. In Dallas, this campaign is designed to reaffirm The Dallas Morning News’ role as an essential source for understanding, navigating and having a voice in North Texas."

Community-focused storytelling

John Weyand, VP of client strategy at PMG: "Across creative formats and media channels, we’ve worked in extremely close and careful partnership to combine the paper’s deep community roots with a renewed emphasis on utility, guidance and relevance in a dynamic and rapidly changing region."

The broader Hearst campaign also includes the Houston Chronicle, San Francisco Chronicle, Austin American-Statesman, and lifestyle brands such as Car and Driver, Bring a Trailer, and Delish. Campaign placements leverage a mix of billboards, television, streaming services, connected TV, and digital display advertising, customized for each market to maximize engagement and reach.

www.hearst.com

www.pmg.com

www.dallasnews.com

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