The Star: Using paperless content to reposition paper subscriptions

This case study describes how The Star, an English language daily newspaper in Malaysia, launched an online version of the paper.

The Star: Using paperless content to reposition paper subscriptions

CP Ho, Edward Ong and Lim Wai Yee

Campaign details

Brand owner: Star Publications (M) BerhadAgency: RAPP PLUSBrand: The StarCountry: MalaysiaChannels used: Direct marketing, Email marketing, Events and experiential, Internet – display, Internet – microsites, widgets, Internet – search, Magazines – business, trade, Newspapers, Online video, Print – general, unspecified, Public relations, Radio, Social mediaMedia budget: 1 – 3 million

Executive summary

The decline of readership and circulation globally posed a major threat to the print media. Increased digital penetration...

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