APN went to plenty of trouble to promote the recent changes to the New Zealand Herald and nzherald.co.nz, with a fancy TVC, a host of print and digital advertising and a microsite dedicated to keeping readers and advertisers informed. All up, the campaign had a ratecard value of $4 million (although it used its own media channels extensively). And, in what could either be seen as an example of how far newspaper marketing has progressed, or an example of how the newspaper industry didn’t need to do jack to maintain its readers and advertisers back in the day, it was slightly more advanced than the campaign the Herald ran to preview its last major format change in 1960.