In-depth features, interviews and insights into marketing’s biggest issues.

News International magazine move a gamble worth taking

Marketing Week

News International’s (NI) foray into magazine publishing, announced last Friday, is not the first time the newspaper publisher has attempted such a move. Rupert Murdoch decided as far back as 1987, when he published youth-oriented Sky magazine as a joint venture with French publisher Hachette, that magazines have more global potential than newspapers. A separate […]

Let the customers call the tune when developing a value theme

Marketing Week

Today’s successful brands exploit a value theme rather than a single idea or unique selling point, but the impetus for a theme must come from customers When the Americans first entered the space race, NASA spent a small fortune trying to invent a ballpoint pen that would work in zero gravity. They never found an […]