Lovemarks: building enduring relationships with consumers

In this article, Kevin Roberts, the chief executive officer worldwide of Saatchi & Saatchi, looks at how the newspaper industry can reinvent itself.

Lovemarks: building enduring relationships with consumers

Kevin Roberts Saatchi & Saatchi

These are troubling times for the newspaper industry. Circulation is sinking and margins are flat. Welcome to the wired world, where daily deadlines have gone the way of the Linotype and the news cycle has become a continuous carousel.

Over the past decade, the “Information Autocracy” has become the “Digital Democracy.” The news train has left the station and the one-to-mass media model is not on board. We have become a multimedia, news-on-demand “Consumer Republic” where every person has...

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