Los Angeles Times Digital History

Wayne Dailey's Contribution

1994* -- LAT goes Apple. 2nd and Spring 6th floor
Creative is in a 3rd-stage panic. For the first time in newspaper history, composing and production were
going digital, and editorial was next – if all went well.

Nine satellite offices – Santa Barbara to San Diego,
Santa Monica to Los Angeles Times headquarters -- $400M+ in ad revenue at stake – a career-breaker for anyone who raised their head.

Who had the brilliance and panache to traffic 100s of Ads to meet production deadlines? Fear curdled the executive suite -- lurking, hiding and avoiding before entering the 3rd floor corporate palace became survival mode. Who could we call…? Wayne Dailey.  Wayne successfully supervised the new digital advertising management for 3 years and as a result of Wayne's communication, planning and his ability to work with multiple departments the digital program was a success. The editorial department digital experience was certainly up and running in 1995.

Lincoln Navigator Print & Digital Contest Ads

Wayne created the campaign which was featured  in both print and the newly created latimes.com. The goal was to drive new users to the dealership and online to register to Win. Ultimately the campaign was the first Digital Advertising Award winner at the Newspaper Association of America Digi Awards 2000

Los Angeles Times Magazine Media Kit

Wayne's was required to collaborate with many internal departments that identified specific audiences to promote community awareness for Travel, Health,

Books and Kids. Event marketing was Wayne's client for several years wherein they brought hundreds of thousands Los Angeles residents and businesses together for a cause and outcomes. Here we see an example of the events kit that is made up of the market research data and the ask for media buyers, sponsors and speakers. This kit demonstrates Wayne's expert use of visual form, information, ideas, and feelings through design, typography, photography and storytelling.

Los Angeles Times Sales Sheets

During Wayne's career at the Los Angeles providing creative services to support advertising required him to think critically with visual thinking in order to reach advertising sale objectives. The sales sheet gave sales representatives a leave behind for their clients which included the why, the rates and the ask.

Los Angeles Times Events Ad campaigns

One important artistic tool Wayne demonstrates within his his work is storytelling. He has the ability to touch the audience emotions and creates an experience for them to be there. The Los Angles Times Travel Show Event drew audiences on the average of 10K each year. The way Wayne utilized the print and digital media artistically to covey travel experiences is a big reason why the brand sustained.

Los Angeles Times Automotive Marketing Kit

Flexibility is a core Art Direction skill set Wayne
utilized while providing creative direction for multiple market verticals. The Southern California's automotive market is on of the largest in the world and positioning the Los Angeles Times as a key advertising buy in the market went a long way with marketing kits. Here we see an example of a kit that made up of the market research data and the ask for media buyers.

Los Angeles Times Distinction Magazine

The development of an upscale magazine that serves Los Angeles young elite audiences that emphasized shopping, lifestyle and nightlife offered Wayne the opportunity to collaborate with editorial in presenting

Distinction Magazine. Wayne providing advertising and editorial layouts featuring fashion photography, lavish home interiors and works of art within the region. From concept through production Wayne utilized his design abilities to create the outcome seen here during the magazine's 2 year run.

Los Angeles Times Festival of Health
Marketing Kit

Wayne's collaborated with marketing to identified specific audiences to promote community awareness for Health. This marketing kit was Wayne's client for several years wherein they brought hundreds of thousands Los Angeles residents and locals businesses together. Here we see an example of
the events kit that is made up of the market research data and the ask for media buyers, sponsors and speakers. Again this kit demonstrates Wayne's
expert use of visual form, information, ideas, and feelings through design, typography
and photography

Los Angeles Times Books Marketing Kit

Los Angeles is one of the nation's largest book markets and seen here is the marketing kit that tells the market's story. Wayne worked closely with marketing to design a tool that encouraged publishers and book sellers to ad buy the Los Angeles Times for future releases. The media kit again displayed the versatility of Wayne's design style to reach within a diverse and uniquely positioned audiences.

Wayne Henry Design