The Chicago Sun-Times — 

Chicago has two pro baseball teams and two papers. And like the ball teams, each paper has a very distinct personality. The Sun-Times is all about getting to the heart of the story through gritty, no-nonsense reporting of the facts so you can decide how you feel about the issue.

So, with that foundational point of difference in mind we positioned the paper as the one that doesn't shy away from tough debate. And we aggressively invited people into the debate through our tagline—Let's Get Into it.