About This Blog

320 Articles since September 2010

The Bottom-Line Marketing blog aims to bring together the principles and research behind news media marketing with the real-world case studies of media leaders working in the trenches to build their brand.

WSJ tweaks, tests on-site promotional ads for reader engagement

23 May 2022 By Mary-Katharine Phillips & Sasha Tanghe

Kleine Zeitung uses “future journalism,” regionality to guide digital repositioning

22 May 2022 By Andrea Rachbauer

Kleine Zeitung weekend editions relaunch with focus on reading, living

14 March 2022 By Andrea Rachbauer

Kleine Zeitung’s annual brand campaign results in 35% advertising recall

26 December 2021 By Andrea Rachbauer

WSJ puts trust at the forefront of new brand platform

04 October 2021 By Katie Fabry

Top Viewed Bottom-Line Marketing Blog Posts From the Past Year

Kleine Zeitung launches anti-hate speech campaign

23 September 2021 By Andrea Rachbauer

Kleine Zeitung online festival surpasses viewing goals

28 June 2021 By Andrea Rachbauer

WSJ shares 5 takeaways from its hybrid Future of Everything Festival

21 June 2021 By Gabrielle Doyle

Preventative retention targets subscribers before they become “sleepers”

09 May 2021 By Ruby Allen

WSJ’s virtual Student Editor Summit increases engagement with college students

19 April 2021 By Stephanie Wood

Systemic innovation at media companies is a 3-step process

12 April 2021 By Sushil Kumar Tyagi

Kleine Zeitung launches Future Talks to capture younger audience

05 April 2021 By Andrea Rachbauer

WSJ grows reader trust through news literacy programming

22 February 2021 By Katie Fabry

How media can use AI to advance long-term strategies

15 February 2021 By Sushil Kumar Tyagi

Virtual events offer media companies non-linear, personalised opportunities post-pandemic

07 February 2021 By Sumeli Chatterjee

Southern Indian news publishers form alliance to increase digital advertising market share

03 January 2021 By Sushil Kumar Tyagi

Kleine Zeitung tackles branding, ad and subscription sales in a single campaign

20 December 2020 By Andrea Rachbauer

Marketing trends and forecasts can help spark ideas in 2021

15 December 2020 By Cathy Colliver

Times of India’s “phyigital” game attracts young readers to print newspaper

30 November 2020 By Sumeli Chatterjee & Alexander Valladares

WSJ’s virtual summit for global partners lays foundation for collaborative community

30 November 2020 By Caroline Postel

First-party data helps marketers understand what customers want

09 November 2020 By Cathy Colliver

Open-market innovation model holds opportunity for Indian media companies

26 October 2020 By Sushil Kumar Tyagi

Kleine Zeitung turns casual Gen Y visitors into loyal subscribers

19 October 2020 By Andrea Rachbauer

Wall Street Journal, Spotify partnership attracts followers, sponsorship opportunities

12 October 2020 By Brielle Buis

Breonna Taylor newsletter is one facet of Courier Journal’s response to racial justice protests

05 October 2020 By Cathy Colliver

Digital wine tastings generate new business for Aftenposten’s loyalty programme

27 September 2020 By Siri Holstad Johannessen & Madeleine Reuterdahl

Times She UnLTD recognises, celebrates female entrepreneurs in India

21 September 2020 By Sumeli Chatterjee

Indian news publishers need new ad strategy in COVID times

13 September 2020 By Sushil Kumar Tyagi

How media marketers can navigate constant change

24 August 2020 By Cathy Colliver

Wall Street Journal’s online events bring more attendees in one quarter than all of 2019

17 August 2020 By Craig Lowe & Josephine Andrews

Offering Aftenposten Junior for free during lockdown increased subscriptions

17 August 2020 By Siri Holstad Johannessen & Line Grendahl

Kleine Zeitung starts its marketing strategy with “why”

13 July 2020 By Andrea Rachbauer

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