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...