The Christian Science Monitor, a century-old American newspaper, will be going online-only in April. They posted this article on their web site to inform people of the change and also try to get people excited about the transition.
WATCO and Enthymeme
What are the consequences of the Christian Science Monitor going online-only on increasing ad revenue?
Making the Monitor online-only is the best way to increase ad revenue because the increased timeliness and relevance of an online-only paper will attract more readers and, thus, bring more traffic to the site.
Audience
Those who have regularly received the Monitor five days a week by mail who may be hesitant about the paper's online-only strategy.
Goal
Address concerns of those reluctant to the online-only format as well as inviting them to spread the word on the new web edition.
How?
The beginning of the article refers to the original goals of the paper, as described by the founder of the Christian Science Church, Mary Baker Eddy. In particular, Eddy's desire for the Monitor to keep "abreast of the times."
This appeals to ethos by referring to the credibility of the paper's founder and her foundational principles/reasons for starting the paper. It also appeals to logos because it makes sense that the Internet is the most appropriate method in these modern times to keep things up to date.
In order to offer a compromise to those who may be unable to read the paper online, the paper keeps their argument relevant by offering a weekly print edition at a reduced price from the current five-day-a-week yearly price.
Effectiveness
I feel the strategy of using the paper's heritage is fairly effective, but lacking. You could manipulate the century-old words of Mrs. Eddy to say just about anything you want, especially when you only use snippets of quotes.
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