How newspapers can convince advertisers to return to print
Can print reverse a long-term decline in ad revenues or have marketers moved on?
Trinity Mirror’s new newspaper aims to fight print decline
Leonie RoderickDespite declining industry sales, Trinity Mirror is launching a weekday newspaper with no website, which the company’s marketing director and the newpaper’s publishing director Zoe Harris says will target time-poor readers.
The Independent claims online-only will give advertisers ‘more brand clarity’ as it ends print run
Leonie RoderickThe Independent is the first national newspaper to close its print editions and move to a digital-only offering as it seeks to engage advertisers “with much more clarity”.
Why print brands need to start selling the medium
Leonie RoderickIn an environment that is plagued by falling print sales and a move towards digital, it’s undoubtedly a tough time to be a publisher. News UK’s sales director Karin Seymour explains why print brands need to start shouting about the medium to survive.
Transformation plans and Corona’s island: Your Marketing Week
Lucy TesserasAt the end of every week we look at the key stories, offering our view on what they mean for you and the industry. From Corona buying an island to Primark appointing its first chief customer officer, it’s been a busy week. Here is my take.
How Intel is ‘reigniting’ its brand as it preps for ‘massive growth’
Michaela JeffersonIntel feels “bullish” about its future, CMO Karen Walker says, as it invests behind its brand to support its “massive growth trajectory”.
From moments to movements: To truly have an impact brands need to understand the difference
Helen JamesIf brands really want to empower women they need to ride the ‘fempowerment’ wave with intention, not simply jump on the bandwagon.
Why Diet Coke’s ‘ultimate goal’ is connecting with loyal customers
Niamh CarrollDiet Coke is keen to emphasise its connection to fashion as it turns 40, with its Kate Moss partnerships designed to engage “loyal fans” and build equity in the brand.