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
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This case study shows how The Economist, an international news publication, used a targeted campaign to increase its reader base and sales. -
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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. -
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This event report outlines how Netflix, the video-streaming service, is using the idea of micro-moments to inform its marketing strategy. -
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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. -
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This article examines how brands can help consumers make use of personal data to manage their health and wellbeing. -
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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.
