• Adweek, Tuesday, May 5, 2009 3:44 PM

The Atlanta Journal-Constitution has rolled out a new ad campaign to promote the old-school Sunday newspaper as a refuge from the constant buzzing and beeping of digital devices that mark the modern workweek. The campaign, "Unplug. It's Sunday," runs until the end of the year and coincides with a recent redesign of the paper.

With a budget of more than $1 million, the effort is designed, in part, to reach readers who don't get the paper on Sunday, says Amy Chown, vice president of marketing. It isn't meant to replace readers' Web use with the paper. IQ Interactive, the digital shop that created the campaign, came up with the idea that Sunday is the day to relax and to do something different than you do the rest of the week - including turning off electronic devices.

Atlanta Journal-Constitution's weekday and Saturday print circulation has dropped nearly 20% in the past year, according to the ABC. The Sunday edition has done better, falling about 7% to 462,000. Six weeks ago, the paper cut 30% of its news staff.

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