The problem keeping the Marketing Director awake at night:
How to arrest newspapers sales decline in a challenging economy?
The Core solution:
Historically, when consumer spending gets a bit tight, newspapers are one of the first products to suffer.
News Limited challenged us to help stem this decline across all their metro mastheads.
Our approach was to find a way to improve the perceived value of the paper, rather than just creating an ad campaign to promote sales.
So we created and developed a new newspaper section, ValueHunter. Its content of money-saving tips and advertiser deals was syndicated across all the mastheads, with additional local content contributed by each masthead’s editorial team.
Our solution enabled the client to drive up the value of the paper in the consumer’s eyes, take a compelling proposition to its advertisers and stave off the need to drop the cover price in a bid to boost circulation.