or call us: +1 202 778 0680
Content & Partners
What Our Clients Say
Warc in the News
Write for Warc
Terms & Conditions
Request a Trial
Magazines & Journals
Books & Reports
Do I Subscribe?
ALL OF WARC
ALL OF WARC
Pinpoint the case evidence you need – search by industry, objective, media and more.
Case summaries showcasing leading brands achieving key marketing objectives.
Creative TV and video executions from the most innovative and market-leading brands.
Browse campaigns from the world's leading advertising and marketing effectiveness awards.
The latest from our annual case study competitions.
Rankings of the world's most effective agencies, advertisers and brands.
The latest on 80+ key topics
Media & Channels
Latest industry-focused insights
Apparel & Accessories
Government & Non-profit
Household & Domestic
Media & Entertainment
Pharmaceutical & Health
Toiletries & Cosmetics
Travel & Tourism
Marketing advice and assistance
In-depth analysis of 200 global brand owners
Key Warc papers on marketing best practice
Quick one-stop overviews of major marketing themes
Browse all Warc papers and case studies by subject
Latest reports from Warc and trusted partners offering unique insights into current trends.
The driving forces behind consumer behaviour.
New developments for industries and sectors.
Strategic insight for the marketing of brands.
Media & Tech
Latest innovations in media and technology.
Insight and intelligence for countries and regions.
Daily coverage of key developments for marketers worldwide.
The Warc Blog
Insights, opinions and fresh new thinking from our team of bloggers around the world.
Advertising expenditure by medium in 80 markets, plus forecasts and media costs for key countries.
Key briefings from major conferences and events in the US, Europe and Asia Pacific.
Plan your schedule of must-attend events with our global calendar of conferences.
Review your contact details and public profile.
Choose and review which topics to follow.
Choose and review which brands to follow.
Your Email Updates
Select and manage the emails you receive.
Contact your dedicated Client Services Manager.
Put our research team at your service.
REFINE YOUR RESULTS BY:
Enter a search term:
Media and publishing
Business and industrial
Government and non-profit
Leisure and entertainment
New York Times
The Times of India
The Sunday Times
Warc Prize for Asian Strategy
IMC Awards (European)
Warc Prize for Innovation
Date: newest first
Date: oldest first
Guardian: Audiences not platforms
Ian Gibbs, MRS Awards, Finalist, MRS Awards, December 2013
This article describes how the Guardian, the newspaper group, developed a cross-media planning tool to encourage advertisers to use a broader range of its platforms.
This article describes how the Guardian, the newspaper group, developed a cross-media planning tool to encourage advertisers to use a broader range of its platforms. The company had found that most of its advertising revenue came from print, despite large multi-channel presence. This tool sought to help planners buy ads based on the audience they wanted to target, rather than the media. The tool allows planners to understand audience behaviour across platforms and target them appropriately. It has resulted in the purchase of 'off the shelf' multi-channel campaigns, as well as the building of tailored plans.
The Contributor: Homelessness
Jay Chiat Strategic Excellence Awards, Honourable Mention, October 2013
This case study describes a campaign by The Contributor, a not-for-profit newspaper distributed by homeless people in Nashville, US, to change perceptions of the paper.
This case study describes a campaign by The Contributor, a not-for-profit newspaper distributed by homeless people in Nashville, US, to change perceptions of the paper. The newspaper wanted to help people get off the street by helping them into employment, but having no home address created a significant barrier. Homeless people buy copies of the newspaper which they then sell on, within a model that encourages competition and entrepreneurship. People saw buying The Contributor as just a way of donating money, and saw homeless people as helpless and incapable. This campaign sought to change perceptions towards sellers of the newspaper being 'small business people'. Ads were placed in the areas consumers were likely to come across vendors, focusing on outdoor and transit and ads voiced by vendors were broadcast on drive-time radio. The back page of the newspaper was used as part of the campaign throughout. As a result of the campaign circulation rose by 30,000, donation income quadrupled, and earned media was generated.
The Star: Using paperless content to reposition paper subscriptions
CP Ho, Edward Ong and Lim Wai Yee, Warc Prize for Asian Strategy, Entrant, 2013
This case study describes how The Star, an English language daily newspaper in Malaysia, launched an online version of the paper.
This case study describes how The Star, an English language daily newspaper in Malaysia, launched an online version of the paper. The campaign included promoting the digital version on the front of the print version of the newspaper, use of print and digital ads, and demonstrations of the product in key malls. Subscription sales exceeded target by 182%.
Hindustan Times: You Read, They Learn
John Thangaraj, Warc Prize for Asian Strategy, Entrant, 2013
This case study explains how the Hindustan Times, the English language newspaper based in Delhi, India, used a child literacy campaign to improve its reputation and gain market share.
This case study explains how the Hindustan Times, the English language newspaper based in Delhi, India, used a child literacy campaign to improve its reputation and gain market share. Over 60 million children of school age have no access to primary education in India making illiteracy a big problem. The 'You Read, They Learn' campaign helped to tackle this problem by supporting thousands of children go to school, and in the process gained national recognition for the paper with the brand's metrics overtaking its main rival.
Aman ki Asha: Hope for peace
Afzal Hussain, Warc Prize for Asian Strategy, Entrant, 2013
This case study describes a partnership between The Jang Group, the Pakistani newspaper group, and The Times of India, the Indian newspaper, who launched a joint campaign for a civil movement towards peace between the two countries.
This case study describes a partnership between The Jang Group, the Pakistani newspaper group, and The Times of India, the Indian newspaper, who launched a joint campaign for a civil movement towards peace between the two countries. The campaign used the influence of the two newspapers to pursue a two-tract campaign. Print advertising and popular culture events including music competitions were used to target the general public, and exchange visits and other events were used to target opinion leaders. The campaign is ongoing and argued to be changing attitudes in both countries.
The Times of India: Mission Kerala - The Final Frontier
Susan Mathen, Warc Prize for Asian Strategy, Bronze, 2013
This case study describes the launch campaign of The Times of India, the newspaper, in the India state of Kerala, which included using novel delivery methods.
This case study describes the launch campaign of The Times of India, the newspaper, in the India state of Kerala, which included using novel delivery methods. Kerala presented a challenge as local language newspapers dominated the market so, in order to attract attention, The Times of India used elephant 'delivery boys', boatmen with floating tea shops and warrior delivery boys. The launch campaign was successful achieving readership targets set for the year in a month.
Trinity Mirror, Arena Media and Aviva: Discussing the future of newspapers at Shift 2013
Lena Roland, Event Reports, Newsworks Shift, April 2013
This report presents an overview of some of the major themes from an event organised by newspaper trade body Newsworks, exploring how newspapers can remain relevant and influential in a multi-platform digital age.
This report presents an overview of some of the major themes from an event organised by newspaper trade body Newsworks, exploring how newspapers can remain relevant and influential in a multi-platform digital age. There was consensus that migrating to a digital world must be embraced; newspapers must serve their audience on multiple devices, in real-time. There is opportunity for newspapers to enhance trust in their brands by leveraging the strength of their journalistic output. It was also noted that editors and journalists will need to learn new skills to ensure their output is of sound provenance. It was widely agreed, for now at least, that paywalls are workable for truly distinctive content only.
MailOnline Website Redesign
Design Business Association, Grand Prix, Design Effectiveness Awards 2013
UK newspaper, The Daily Mail, relaunched its website as MailOnline in 2008 with the ambitious goal of becoming the UK’s No.
UK newspaper, The Daily Mail, relaunched its website as MailOnline in 2008 with the ambitious goal of becoming the UK’s No. 1 newspaper website. To do this it needed to update its website which had become cluttered, and lacked a clear hierarchy of content. The redesign also needed to appeal to a younger, web savvy audience. A review of the user interface and an overhaul of the user experience led to the introduction of clear, colour-coded branding, used for individual channel pages. Visual richness was improved via quantity and quality of images. Meanwhile easy-to-find social networking tools encouraged social sharing, expanding audience reach. The redesign helped MailOnline leapfrog the competition - it is now the No. 1 newspaper website in the world. It has 34% more regular users than its nearest UK rival and online revenue grew rapidly to £25m in 2012. Monthly revenue and monthly UK brand advertising also saw substantial growth.
News International: The Sun Cereal Pack
Direct Marketing Association - UK, DMA Awards, Gold, 2012
British tabloid newspaper, The Sun, wanted to encourage readers of competitor newspapers to get in to the habit of starting their day by buying and reading The Sun.
British tabloid newspaper, The Sun, wanted to encourage readers of competitor newspapers to get in to the habit of starting their day by buying and reading The Sun. Bingo was used as an incentive with a £5 Bingo voucher contained within a small breakfast cereal box DM mailing. As a result of this campaign just under 33% of vouchers were redeemed. A telephone survey of 250 of the original mailing file showed 58% now bought the paper two to three times more every week. This equates to nearly £25,000 incremental profit.
Guardian iPad Edition - Free #ObserverOffer
Direct Marketing Association - UK, DMA Awards, Bronze, 2012
The UK newspaper group Guardian News and Media gathered user data with an interactive survey for its iPad edition.
The UK newspaper group Guardian News and Media gathered user data with an interactive survey for its iPad edition. The survey was seamlessly integrated into the app so as not to diminish user experience, and offered vouchers as an incentive to fill out the survey. On completion, users had the option of sharing the promotion via Twitter and Facebook, thereby attracting wider notice for the survey. Campaign targets were met and exceeded, identifying 56% of the app's active users.
YOU ARE IN THE WARC INDEX:
Media and publishing
Media and publishing
Magazines, periodicals, books
Radio stations, services
TV channels, services, programmes
Websites, online services, apps
Newspaper publishing and marketing
, your search results have been restricted to items that contain .
To search for
without automatic phrasing
(this will find items containing all the words in your search term, but not only as a phrase).
If you want to search for other exact phrases, simply put your terms in quotes. There is more about search on the
Our Content & Partners
Terms & Conditions
© 2013 Copyright and Database Rights owned by Warc