The Washington Post might not have the firmest grip on technology, but it is always looking for that next digital platform, the Facebook Social Reader being the most recent example. But today, photos posted to Twitter by a couple of Posties revealed the newspaper’s latest digital strategy, one that is much lower-tech.

It’s a news ticker. Soon, passersby at 15th and L Streets NW will not need to go online or even, in the words of Metro columnist John Kelly, need to buy a paper. The latest Post headlines will be flashed on the exterior of the newspaper’s headquarters.

News tickers aren’t really a staple of pedestrian traffic in D.C. Sure, Allbritton’s complex in Rosslyn is emblazoned with the latest headlines from WJLA and Politico while The Washington Times greets New York Avenue commuters with its latest news flashes, but those are far from downtown D.C. where people on foot can catch them.

It’s more of a New York staple, in fact. With a news ticker, the Post can try to do with its building what NBC News and News Corp do in Rockefeller Center and what ABC News does in Times Square—run a 24-hour feed of the latest juicy bits.

It’s not the worse way to raise brand awareness. Just kind of surprising it took this long.