Newsworks: A new story for national newspapers
Executive summary
In 2012 national newspapers were losing advertising revenue and advertising share. The industry climate was one of unmitigated gloom. Stories about the ageing profile and decline of print readership dominated coverage. The Leveson Inquiry brought bad publicity and the threat of further regulation. Lacking a modern, united voice, the industry was being eclipsed by other media and the new tech companies.
This case demonstrates how Newsworks, the marketing body for national newspapers, adopted a strategy that successfully changed the climate around the industry among media agencies and clients, increased consideration of...