Independent Newspapers: Selfies

This case study describes how South African newspaper the Cape Times addressed the decline in circulation due to competition from new media.

Independent Newspapers: Selfies

Lowe & Partners Cape Town

What were the objectives for the creative work?

What was the strategy behind the creative work?

The way people consume news has changed. With digital news being so accessible and immediate it has put immense pressure on newspapers; newspapers are a declining category.

Because the Cape Times is a thinking person's newspaper they face an even greater threat of decline through their readers consuming news online.

However, newspapers still have more integrity and get more accurate, credible stories through their high standard of reporting.

The brief was to drive awareness for the...

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