The Star: Using paperless content to reposition paper subscriptions

CP Ho, Edward Ong and Lim Wai Yee

Campaign details

Brand owner: Star Publications (M) Berhad
Brand: The Star
Country: Malaysia
Channels 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 media
Media budget: 1 – 3 million

Executive summary

The decline of readership and circulation globally posed a major threat to the print media. Increased digital penetration and a large number of digitally savvy millennials meant that Malaysia's leading English daily, The Star, had to future-proof its business with a digital version of the news. The challenge was to convince Malaysians to pay for digital news and subscribe to The Star.