When The Washington Post announced it was eliminating its business section, The Washington Business Journal (WBJ) saw an opportunity to make a bold statement—and have a little fun doing it. In a single, standout ad, WBJ positioned itself as the definitive source for business news in the nation’s capital—the publication that’s still here, still reporting, and still dedicated to covering the stories that keep DC’s economy running.

The ad’s tone was smart, confident, and just the right amount of cheeky—a wink to readers who know that in Washington, business news isn’t just important, it’s essential. By turning a competitor’s cutback into a moment of clarity, WBJ reminded the market that when it comes to in-depth, local business journalism, there’s only one place to turn.

Washington Business Journal—because someone has to keep an eye on the business of Washington.