Kerdos Financial Newspaper – The best piece of the pie (Greece)

Agency name: McCann Erickson Athens
Client name: Kerdos Financial Newspaper
Category: Small budget campaign

BACKGROUND

Kerdos daily financial newspaper is Greece's no. 2 financial paper by circulation, with half the readers of the leading financial, Naftemporiki.

Naftemporiki is the oldest financial newspaper in Greece, while Kerdos has been in circulation for only 20 years.

Apart from the leader, Kerdos was also facing stiff competition from three more financials, plus the dailies and the online specialized press.

In order to survive, these types of newspapers rely more on attracting advertising and not on subscriptions (unlike what happens in most western European countries). At the same time, as the budgets for this segment of the press are limited they are usually funneled into the leader of the category.