NEW YORK – Start-up media projects are a perfect place to revive dead brands. Condé Nast did this masterfully when it revived the magazine titles Vanity Fair and House & Garden, after they had let them go dormant.
One of the boldest recent media brand revivals is the New York Sun, revived in April of 2002. The paper was originally sneered at by much of the media community. Ostensibly, this was because it was small and had some backing by Conrad Black. The real reason was that it was sort of conservative.
Whatever the initial reaction, six years on, the paper, edited by former Forward editor Seth Lipsky, has earned a respected place in media circles. The reason? It breaks lots of news. In an era when high-overhead newspapers like The New York Times are cutting back on coverage, scrappy papers like The Sun have an advantage in low overhead and targeted audiences.
The first The Sun began in 1833, and was famous for its “Yes Virginia” Santa letter. It merged with the World-Telegram, and finally died in 1967. The new version picked up the masthead, slogan and equity of the old newspaper. Coverage is strong in areas like the arts, the Middle East and local issues.