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Gannett Wisconsin connects regional businesses, prospective employees

27 August 2015 · By Jim Fitzhenry and Melissa Olson

Gannett Wisconsin Media kicked off the “State of Opportunity” series in October 2014 with a simple premise: To help connect businesses, educators, and prospective employees with career and workforce opportunities across Wisconsin.

While the premise was simple, the stories were powerful. In all, 20 professions were featured, dozens of businesses profiled and scores of students, young and old, shared stories about their journey from the classroom to career. As youd expect, some of their paths were straight and linear while others took sharp turns or held unexpected obstacles.

Yet even in the face of adversity, optimism endured. Optimism is a word you’ll hear repeated often in talk about Wisconsin’s economic prospects, whether it be at the highest levels of state government or among young adults choosing to start their careers on the proverbial lowest rungs of the workforce ladder.

“Wisconsin is uniquely positioned to be able to ...


Miami Herald grows audiences with growing number of niche smartphone apps

26 August 2015 · By Jeremy C. Fox

News Media Company Miami Herald grows subscribers and relates to their audience through mobile apps.

Editor’s note: This is one of 19 case studies featured in INMA’s strategic report “Smartphone App Lessons for Media Companies,” released in July.   

The Miami Herald Media Company published its first smartphone app in 1999 — a Miami Dolphins football app that was one of the first newspaper apps in the marketplace targeting sports fans. Since then, the media company has expanded its portfolio to include a central news app and 10 different niche apps, with an 11th currently in development, all available for both iOS and Android.

Like that very first app, most of the Herald’s niche offerings are related to sports, with a goal of giving fans “a 360-degree view of their favourite sports team,” says Alex Fuentes, vice president of interactive and marketing. “The app features the latest news and ...


APN’s multi-media advertising bundles grow ad revenue, market share

25 August 2015 · By Amy Currie

APN ARM (Australian Regional Media) set out to grow its advertising revenues and market share by simplifying its sales process and introducing modular advertising. To do that, we created a series of bundled multi-media advertising options. 

Clients were offered a combination of 18 standard ad sizes, hugely streamlined from the previous range of 260 complicated sizing options. The bundles were designed to demonstrate simply and clearly to first-time and returning advertisers how newspaper audiences could be best reached across a combination of daily, community, and online products.

Creating these bundles necessitated a new media focus for legacy sales teams. We provided increased training to help sales staff shift their focus from traditional rate and complexity of sale to the easy-to-understand benefits of a modular system. This allowed APN ARM’s sales team to unite across more than 25 business units, 12 daily, and 56 non-daily titles within a single rate structure – no simple task! 

Bundles named for their key benefits allowed advertisers to ...


How salmon saved De Morgen

24 August 2015 · By Ward Cannaerts

De Morgen young and progressive shift to modern multi-channel news touches radio, online and newspaper.

De Morgen was once the most progressive and outspoken newspaper in Belgium. But somewhere along the line, we got lost. We lost track with our customers, lost our young and edgy attitude, and got stuck with a Web site and news app that were hideous and not at all user-friendly.

De Morgen was no longer talk of the town and was certainly not future-proof.  So in 2014, we decided to turn form and content around so we could reposition De Morgen as a progressive and young newspaper with a healthy, against-the-grain attitude.

We developed a new product proposition, with De Morgen as a modern multi-channel news brand. A new app and Web site, a freshened print version, and DM+, a new online member area with exclusive offers, free tickets, and extra content of De Volkskrant and The New York Times. To design our new product, we brought in Polish design-guru Jacek Utko, whom many know from his famous TED Talk, “Can design save newspapers?”

Together with our agency Boondoggle, we launched a two-phase brand campaign, which first had to reposition De Morgen as a progressive newspaper. We then launched our renewed newspaper, Web site, and app.

And that is where the salmon came in.

To reclaim our territory as progressive media company, we came up with the claim, “This country needs more salmon.” In this outspoken mission statement, the salmon stands for a healthy going-against-the grain attitude and to look at the news from a different perspective. Not to disagree at all cost, but to give disagreement a chance.

With the salmon as mascot, we wanted to show that De Morgen was the other voice, someone who firsts looks at the facts and then offers a clear opinion. To reinforce this statement, we combined our salmon with a screaming graphical style, which is quite atypical for news brand campaigns and underlined the young, edgy character of our brand.

We launched our salmon statement with a cross-media campaign, containing TV and radio commercials, double-spread ads in national magazines, in-store communication, online display advertising, and a very atypical campaign Web site.

We allowed our salmon to take over our Facebook, Twitter, Instagram, and Youtube-channel, and let our most important journalists explain in their own words why this country needs more salmon.

These editorials were very important to empower our salmon, to make our mission statement less artificial and more comprehensible. In this way, it was clear that the entire editorial staff supported the salmon statement and that it was not just another marketing campaign. Eventually, after two intensive “salmon-weeks,” we invited people to try our new newspaper, Web site. and app for free.

Thanks to our salmon campaign, more than 35,000 new readers signed up for the new De Morgen, 135,000 people tried the first new print version of De Morgen, and traffic on increased with 35% and has remained at this level.

Our post-test showed that in our target group, 70% spontaneously attributed the salmon campaign to De Morgen. The overall campaign reached a likeability score of 7.2, which is remarkably high for a selective newspaper with an upscale target group. 

So long live the salmon! Not for its Omega-3, but for its open-mindedness. 

SPH partners with skyline artist to tout multi-media advertising capabilities

23 August 2015 · By James Chua

Singapore Press Holdings and Stephen Wiltshire generated 80 million media impressions cross-platform.

Despite continued efforts to evolve into a multi-language, multi-platform media conglomerate, Singapore Press Holdings faces two key challenges: 

1.  Its brand name and the long legacy of its print businesses made it difficult to change market perception of SPH as a predominantly print organisation. 
2.  Connecting with younger, digitally connected consumers as they turn to online media for alternative news and analyses. 

To change that perception, it was important not to tell our story, but to show it. For our 30th anniversary, we created an event and publicised it using only SPH media platforms. The turnout would show the efficacy of the power of our media platforms and a case film would be produced to showcase to potential advertisers.


The event featured Stephen Wiltshire, an autistic savant and a world-renowned architectural artist, drawing the Singapore skyline from memory in full view of a live audience over five days on a 4 metre X 1 metre canvas. The unique skyline is relatable to all Singaporeans, and to be able to witness it being immortalised by a world-renowned artist upfront was simply awe-inspiring.

The event was held at Paragon, SPH’s upscale retail mall along Orchard Road, and was publicised entirely using SPH-owned media platforms – print, outdoor, radio ...


Aftonbladet’s goal: 80% of mobile traffic to come from smartphone apps

18 August 2015 · By Jeremy C. Fox

Aftonbladet’s mobile apps deliver mobile news and sports via their strategy to reach audience engagement.

Editor’s note: This is one of 19 case studies featured in INMA’s strategic report “Smartphone App Lessons for Media Companies,” released in July.  

Sweden’s Aftonbladet has seen great growth in its mobile readership and is making mobile central to its overall strategy, working to convert more of its mobile readers into app users.

Currently, about 60% of readers access Aftonbladet by mobile phone, with an additional 10% of users coming through tablets and just 30% by desktop, says Rickard Tornblad, a product manager for the company. With about 65% of mobile traffic coming from apps, the company’s goal is to drive that number up to 80%. 

Speed in getting its apps to market and in delivering news to its readers online — through browsers and through apps — has been key, Tornblad says. 

“We have had really good luck in the sense that we were pretty much the first in Sweden to have a great news app,” he says, adding that Aftonbladet launched its first app in 2007. “We are very fast in terms of breaking news and news in general. … When we set out, the biggest goal was to be the fastest mobile site in the world. I think when it was launched, it definitely was that. It performs ...


El Colombiano reaches new audiences through Twitter storytelling

17 August 2015 · By Margarita Barrero

Twittercrónica” social network stories are published in print and digital editions of the newspaper reaching non twitter users. Twittercrónica is a story-telling tool born in the Internet. Journalists from El Colombiano, the main newspaper in Colombia’s second city, Medellin, are exchanging book and pen for smartphones.

Coming directly from the place where news is developing, journalists ask questions and share their discoveries to El Colombiano audience via Twitter. 

Working in real time, journalists add readers’ comments and opinions to their tweets creating rich, interactive content. The resulting product is a story, not just a collection of separate tweets. Users and journalists information is spread under the hashtag #Twittercrónica, and the result is a choral voice in which journalists and tweeters tell a story together.

Twittercrónica runs once a week, usually on Thursdays. Photos, videos, and short sentences are posted in ...


MLive Media increases digital revenue by 39% with membership programme

13 August 2015 · By Rebecca DuShane

“My Michigan” programme offers cultural experiences to subscribers, building loyalty, engagement, and exceeding all goals.

Faced with a diminishing print subscription audience, MLive Media Group, in partnership with ACS-MI (Advanced Central Services — Michigan), resolved to find innovative solutions that would add value for our subscribers while at the same time enticing a new target audience.

We realised this would require multi-channel promotional efforts as well as extensive transparent communication to our existing subscribers.

We also wanted to align efforts across all departments – from circulation and distribution to editorial to marketing and sales. All of this, combined with a company-wide passion for supporting growth in Michigan, led to the development of the “My Michigan” membership programme.

Our endeavor: “My Michigan” is a Michigan-loving, members-only benefits programme available exclusively to our subscribers. It features cultural experiences and offers from Michigan’s most cherished organizations and destinations, as well as exclusive editorial content and ...


“Newsies” promotion inspires young journalist contest for Courier-Journal

13 August 2015 · By Michael Young

“Student Critic Contest” utilizes print and digital campaigns to build audience engagement with journalism students.Trish Wallace, marketing and entertainment representative at The Courier-Journal, often works hand-in-hand with consumer brand marketing to create new value exchanges for our readers and relevant promotions for our clients.

In some cases, we’re able to do both. Such was the case with Newsies.

When our clients and good friends at PNC Broadway in Louisville, Leslie Butler and Matthew Porter, mentioned that Disney’s Newsies was coming to town, we instantly exchanged knowing looks. We know a no-brainer when we see it! You see, Newsies is inspired by the real life Newsboys’ Strike of 1899, when newsboys Kid Blink and David Simons led a band of orphan and runaway children on a two-week-long action against newspaper publishers Pulitzer and Hearst.

This show — set against the backdrop of the newspaper industry in New York City at the turn of the 20th century — was the perfect opportunity to partner on our Student Critic Contest. We jumped at the chance and brainstormed a ...


Correio24horas campaign celebrates summer season with weekend events

12 August 2015 · By Alessandra Lessa

One of the decisive reasons for the Correio24horas’ position as a leader in sales and audience in Bahia, and as the 17th most popular newspaper in Brazil, is its strong presence in the daily life of the population. The news media company has the unique ability to consistently promote good experiences.

One example of engaging people and encouraging their involvement with the newspaper is the Correio Summer Project, a live marketing activity during the hottest and most colourful season of the year in the state capital.

It also served as a platform for dialogue from other brands that participated in the project as sponsors. 

Barra is the most traditional ...


About this blog

The Ideas Blog captures the practical discussions and case studies of news media company to grow revenue, audience, and brand. These case studies are written by INMA members for INMA members. Begun in December 2012, this content previously resided in Ideas Magazine; for an archive of past case studies, click here.

Blog editor

Dawn McMullan is the editor of the Ideas Blog and senior editor for INMA. If you are an INMA member and would like to contribute a case study, please contact Dawn directly by clicking here.


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