Community Cooperation Yields Healthy Results for Newspaper

The New York Daily News has been a long-time sponsor of various community outreach programs. But in 2001, the paper's leadership realized it needed an initiative that would specifically target its core audience of middle-aged men. The newspaper set out to connect with that audience by screening 20,000 New Yorkers for prostate cancer. Prostate health was a good fit for reaching middle-aged men: While it's not the most pleasant topic, prostate cancer is a major concern for the paper's core readers. And in terms of public awareness, the timing was right.

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