It’s no secret that newspapers have had—and continue to have—a rough go of it in recent years. And when The Birmingham News was looking for a campaign to help win back some of their lost readership, we knew we had to reach consumers on a level that no other medium could. No, the newspaper can’t keep up with the immediacy of Twitter, the agility of cable news, or the interactivity of blogs, but The News has something none of them do: a local address. They’re part of our community, not just as an organization, but as people. Their fate is our fate, and vice versa. This is our story.