Get a demo Do I subscribe? News sign-up

Media & publishing

Media & publishing covers marketing for content owners such as TV channels, movie studios and publishers. As these organisations are professional content producers, many now focus on content-based marketing. For many companies in this sector, the biggest challenge is disruption to their business model and the emergence of digital-based competitors.

Key Reading

Important papers from across the Warc database

This article explains why loyalty platforms can be key to future publishing success, creating value and affinity for the reader/viewer and allowing for data capture from the part of the publisher. It includes a case study example from The Times, a British newspaper.
How a traditional broadcaster eventually found success with a revamped digital strategy.
An attempt from a streaming service to mix automation and insight in its programmatic ad campaigns.
Inside the sports titan's "philosophy" for treating brand health as a "living, breathing" metric.
GFK on how big data can be used by broadcasters of all types to improve their services.

Case Study

This case study describes how the app Spott was launched in Belgium, offering retail inspiration for viewers and increasing the relevance and attractiveness of content.

Case Study

This case study describes how Black Mirror, a new rapid insights smartphone app, was launched into the Australian market by CHE Proximity.

Case Study

This case study describes how Turkcell, Turkey's largest telco, turned its focus onto diabetes - a misunderstood and stygmatised condition in Turkey - and created a way to help diabetics through a healthmetre.

Case Study

This case study describes how UK broadcaster BT Sport, aimed to engage hard-to-reach football audiences by giving away its coverage of the UEFA Champions League via a digital sampling strategy.

Case Study

This case study describes how FT.com, the online division of the British business newspaper The Financial Times, redesigned its renewals and Step Up communications, primarily through email.

Case Study

This case study describes how Hindustan Unilever integrated digital media to build a multiplatform strategy and brought all of its brands together in its BeBeautiful website, to engage beauty consumers online.
View all case studies on this topic

Article

This case study describes how UK publisher Penguin Random House maximised a small budget to promote its crime author Tim Weaver, by creating a serial podcast called MISSING.

Article

This event report details research conducted by Bravo, a cable network owned by NBC Universal, into the video-on-demand (VOD) audience.

Article

This event report outlines how Universal Pictures, the movie studio, is making effective use of digital to reach consumers.

Article

This event report outlines how Tinder, the dating app, has built an engaging mobile experience for consumers.

Article

This paper describes a UK research project by Egmont Publishing to explore whether time-poor parents still read to their children and, if so, whether they use a digital device or a print book, and the emotional drivers around this activity.

Article

This paper describes a UK research project for Sky, a 'triple play' (TV, Broadband & Telephone) service provider, to determine a name for a new nationwide multi-category product launch.

Article

This event report covers Newsworks' Effectiveness Summit, in which three studies were advanced, covering brand health, effectiveness, and ROI; compelling evidence was heard that news brands are still very effective in the media mix, and that publishers may have swung too far toward digital.
View all articles on this topic
  1. Article

    This case study shows how The Economist, an international news publication, used a targeted campaign to increase its reader base and sales.
  2. Article

    This case study explains the Economist Magazine's effort to onboard younger subscribers, by prompting unseen targets to click, read, and join the prospect pool through provocative messaging.

  3. Article

    This event report outlines how Netflix, the video-streaming service, is using the idea of micro-moments to inform its marketing strategy.

  4. Article

    This article provides an overview and analysis of the growing phenomenon of ad blocking, technology which lets consumers stop marketing messages from being served on connected devices.

  5. Article

    This article examines how brands can help consumers make use of personal data to manage their health and wellbeing.

  6. Article

    Despite significant marketing investment, prior to mid 2004 growth in the Australian broadband internet market had stalled at around 6% household penetration, well below that of similar OECD countries like UK, Canada and South Korea at the time.
View everything on this topic

Want to find out more? Contact us