Media and publishing: Newspapers

 

The new newspaper nrc.next was facing the challenge of persuading the 'free-of-charge-generation' to read a newspaper they have paid for. Following the product's launch in early 2006, it aimed to attr ...

The Belgian newspaper market has been in a state of gradual decline, but the 2006 local election presented a chance for quality title De Standaard to stimulate sales. Using an integrated campaign vary ...

Beginning April 10, 1996, The Village Voice—a liberal New York newspaper expressing the concerns of intellectual and political freedom—was distributed free throughout Manhattan in an att ...

Although it reached 88 million households in 2003, the daily average viewership of the cable Turner Broadcasting System (TBS) Superstation had dropped to 979,000, down 6 percent over the previous ye ...

De Tijd is a business newspaper that regularly publishes brochures on different topics in its weekend edition. This brief study discusses one such brochure, which featured Belgian rules and regulation ...

Firms in the newspaper industry develop, publish, and market newspapers, and many, although not all, perform their own printing as well. In the first decade of the twenty-first century some print jour ...

This paper covers establishments primarily engaged in publishing newspapers or in publishing and printing newspapers. These establishments carry on the various operations necessary for issuing newspap ...

This case study demonstrates a successful launch of the Irish News GAA Fantasy Football competition ahead of its competitors. The low-budget campaign used direct mail - a medium not traditionally used ...

In 2004 The Scotsman implemented a long-term strategy to reverse a decline in sales, which was following a market trend. New sales could only come from readers who were not loyal to one particular pap ...

Many advertisers, and most if not all newspaper brands, employ a mix of promotional and brand advertising to grow share and sales. Few do so with a creative campaign that easily accommodates both agen ...

Clarín, an Argentine daily newspaper, has the largest circulation within Spanish-speaking countries and is the world’s eighth largest newspaper. As with newspapers worldwide, Clarín is experiencing re ...

Classified advertising is a major revenue generator for any newspaper and within that category recruitment advertising is by far the most profitable section. For the Manchester Evening News (MEN), rec ...

For the Manchester Evening News, recruitment advertising revenue accounts for over 50% of total revenue. The recruitment advertising market moves with the economic cycle and the fourth quarter 2001 re ...

The background to this study explains that in 1964 more than 80% of adults read a newspaper but now this had reduced to 55%. The campaign objective was to re-engage core readers who were defined as e ...

Launched in 1988 Scotland on Sunday filled the gap left by the collapse of Sunday Standard, but it only captured half of the former quality Sunday's 135,000 circulation. The results in January 1999 r ...

Campaign in 1998 by Lowe Howard-Spink for the Independent newspaper. Objective: repositioning. Need to redefine the notion of independence: who are the Independent readers now? Identified from their a ...

Campaign in 1998 by RKCR for the Sunday Times. Objective: maintain leadership in a market of long-term decline and increasing competition. New approach: contrast with Mail on Sunday as `commentator on ...

This 1998 case study of Scotland on Sunday newspaper is the story of a strategic partnership between agency and client that encompassed all the elements of the marketing mix: product , price and promo ...

Marketing campaign to reverse decline in classified recruitment advertising in the Evening Standard, 1993. Mailing to target audience (recruiters, personnel managers, job specifiers, to correct miscon ...

1993 poster plus direct response campaign in London to reverse decline in Evening Standard classified advertising. Reasons for decline and revised strategy are discussed. Small budget campaign. Eviden ...

1988-9 campaign to increase readership of The Times by younger readers. Introduction of Presspass, a student discount plan using vouchers. Advertised in young people's publications and professional ti ...

Second campaign for the Independent, 1987. Sales decline after 1986 launch had been longer than expected. Media used were Times, Telegraph, Guardian and Independent. Following advertising in first qua ...

The article considers the problems of declining circulation of the newspaper “Portsmouth News”. Solutions were offered in relation to the introduction of new strategies to improve the number of reader ...

Campaign, 1981-2, to increase the Daily Mail's share of classified advertising, against a background of general decline in this market and heavy competition. Radio used, launched in 2 areas: London an ...

1980-82 TV campaign to generate sales for the Guardian newspaper. Success demonstrated by comparison between advertised and non-advertised areas, and by statistical modelling of advertising and price ...

Advertising for a promotion for the Observer Colour Magazine, the 'French Cookery School' partwork. Objective to hold up Observer sales after the reappearance of the Sunday Times early 1980 (the paper ...