Audience expectations around brand purpose are impacting the ways in which publishers work with advertisers, according to The Economist Group’s Mina Seetharaman.
Local newspaper groups have been struggling for years in the digital age, but now Google has promised to help at least one British publisher find new ways of trying to make local digital news commercially viable.
Case Study•
SABRE Awards, Asia-Pacific, Capital Markets Communications, Gold, 2019
Singapore Press Holdings, a press publications company, shaped the perceptions of sell-side research analysts in Singapore by building relationships with them through face-to-face meetings.
The Financial Times grew digital subscriptions by 11% in 2018 while its ‘North Star’ reader engagement metric, measured by the frequency and length of reader visits to FT.com.
David Buttle, the FT’s Global Marketing Director, Commercial, explains how brands and media owners can return marketing to a healthier balance between short- and long-term ad investment.
The Daily Telegraph, the UK’s second largest weekday quality newspaper by circulation, has found that users of its WhatsApp audio service are 12 times more likely to become paying subscribers than the average reader on its homepage.
Guardian Media Group’s turnaround plan appears to have paid off after the publisher of The Guardian and The Observer newspapers reported that revenue rose 3% to £224.5m in the last financial year, enabling it to hit its break-even ...
An inclusive campaign addressing the exclusion of many women from Kolkata’s largest festival helped change the perception of the Times of India in West Bengal.
Brands’ digital safety concerns, coupled with evidence to suggest that people are more likely to trust their local news outlets, ought to present an opportunity for media brands if the issue of scale can be addressed.
Gannett and GateHouse Media, the two largest newspaper publishers in the US, are reported to be in advanced merger talks that, if successful, would create a news giant with at least 265 daily titles, including Gannett’s flagship USA Today.
Case Study•
Noor Hassanein, WARC Prize for MENA Strategy, Entrant, 2019
Arabic daily newspaper An-Nahar, sold a completely blank edition to take a stand against inept politicians and shake the public out of its apathy in Lebanon.
German publisher Axel Springer has reinvented itself as a digital business over the past decade, moving from a point where just 1% of profits came from digital products to the current position where they generate around 80%.
Case Study•
Cannes Creative Lions, Shortlisted, Creative Effectiveness Lions, 2019
The Times of India, an English-language daily newspaper in India, launched a purpose-driven campaign that challenged a 400-year-old tradition in India.
Case Study•
Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019
Libération, a French newspaper, raised awareness of its political fact-checker, which prioritised journalistic quality and rigour during the French election, becoming a flagship for French journalism.
Following the news that the Financial Times, the business newspaper title, has gained one million subscribers, the wider publishing industry is now witnessing the power that an engagement-focused membership model now holds and assessing where else ...
Research Paper•
Andrea Ciceri, Vincenzo Russo, Giulia Songa, Giorgio Gabrielli, and Jesper Clement, Journal of Advertising Research, Digital First, April 2019
Marketers can choose among various media to convey advertising, ranging from printed advertising on paper to websites through the Internet and mobile through smartphones and tablets.
Prisa Media, publisher of news titles including El Pais and Cinco Dias, is using machine learning to develop emotion-based segmentation in order to refine the context of hard news stories that advertisers might otherwise be reluctant to advertise ...
German publisher Axel Springer is using machine learning to fuse disparate data sources and create three-dimensional “maps” that cluster users around likely interest groups.
Explores the growing popularity of TikTok, a mobile video app with a global userbase among teen and young adult audiences, and what opportunities the platform presents for marketers.
Shares some insights on how Spotify personalises every touchpoint towards individuals in specific contexts and what marketers might learn from this approach.
Discusses the importance of subscriptions in a time of declining print revenues through digital advertising sales and explores how best to tackle them in order to better engage consumers.
