How to plan an effective newspaper campaign

Ian Gibbs
Data Stories


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The decline in national newspaper print circulation over the course of the past decade and a half is an oft-quoted story about the perils of digital disruption within the media landscape. However, this often fails to acknowledge a) the significant fragmentation of audiences that all media channels have faced over the same period and b) the extraordinary growth in reach that newsbrands (see definitions below) have enjoyed as a consequence of audiences shifting their news consumption habits online.