Sac Bee advertising itself? (5/14/15)

I was looking through the newspaper today after school and noticed an advertisement for the Sac Bee, within the Sac Bee. I'm still not totally sure what the advertisement was accomplishing.

It was encouraging getting the newspaper delivered to your door, but saying there is going to be something different about the paper now. However, the never really said what this change was going to be. They use adjectives like "in-depth", "interesting", and "engaging", but shouldn't all newspapers already have these qualities? What are they trying to promote with those words to people who have already been reading this paper for decades?
 The ad is trying to appeal to older people, by suggesting that you wake up at dawn, and have a cup of coffee, and a traditional newspaper, and you need something "easy on the eyes". Two words that were underlined in the ad were "good" and "you", emphasizing that this new plan is good for you, and manufactured for you. But what is this change in the paper?
I found this advertisement counterproductive. The name of it is "The Morning Ritual", and words like "traditional" are used. With an older target audience who already subscribes to the paper, why bring about this change? The people in the picture appear to be very happy, so why would they want a different newspaper? This advertisement did not make any sense to me.