Mr. Strauss said he hoped to persuade other sports-related advertisers to become sponsors.

The Newspaper Guild, which has not reached agreement with Mr. Zuckerman, has begun to mobilize a campaign to persuade readers and advertisers to boycott the paper.

He offers two remedies: educating young people to become more discriminating about news and persuading advertisers to support responsible journalism.

Whether this sudden pro-reality message will persuade advertisers is still uncertain.

That could bolster The Post's daily circulation, recently reported at 394,431, and help it persuade advertisers that it has an affluent readership.

The new agency will try to persuade national advertisers to switch their media placement from television and magazines by presenting newspapers as an attractive, creative option.

To persuade advertisers that the magazine was no longer an organ of the counterculture, the agency created a campaign that used a headline with the words "Perception" and "Reality."

In its early days, The Lakota Times had trouble persuading advertisers to use the paper.

She is helping to lead an industry effort to persuade advertisers to look at the reach of the entire brand, including a newspaper's Web site, rather than just the print paper.

Thus, the networks are trying to persuade advertisers that television can assist in these promotions.