The Atlanta Journal Constitution figures that at this point in the digital revolution, readers might be starting to get nostalgic for the good old print days. The paper, which recently cut 30 percent of its staff, has unveiled a year-long, $1 million ad campaign to position the physical Sunday paper as a refuge from the frenzied “digital cacophony” that’s associated with readers’ work weeks. The campaign was actually crafted by digital ad shop IQ Interactive, Adweek reports.

To be sure, Amy Chown, VP of marketing at the Cox Enterprises’ paper, tells Adweek that the campaign isn’t meant to get readers to switch off their laptops and cellphones and return to a simpler, bygone era. It’s just meant to boost the Sunday edition. It may not be such a crazy strategy, considering that digital still makes up a small portion of revenues. And ad-heavy Sunday papers will still be needed to support papers like the AJC until they can make it digitally. AJC parent Cox has been pinning its hopes on its digital future with ad network provider Adify, which it bought last year for $300 million. As for the AJC, it needs all the help it can get: weekday and Saturday print circulation has fallen about 20 percent, according to the Audit Bureau of Circulations; Sunday circulation only fell 7 percent.

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