Ada: How a newspaper helped a nation heal the wounds of war

This case study shows how Ada, a Sri Lankan daily newspaper, grew circulation by expressing unity between Tamil and Sinhalese groups.

Ada: How a newspaper helped a nation heal the wounds of war

Agency: Leo Burnett Solutions ColomboAdvertiser: Wijeya NewspapersBrand: Ada NewspaperCountry: Sri Lanka

Objectives

Background into the challenge: Driving growth in a crowded category with 16 competitors and a shrinking readership base

The Lankadeepa, also published by the Wijeya Group, is Sri Lanka's top-selling daily newspaper; it is read by half the country. Sixteen other dailies, including Ada, fill out the rest of the category (Source: National Demographic and Media Survey 2013).

A victim of its own success, the...

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