About This Blog

The Bottom-Line Marketing blog aims to bring together the principles behind marketing with the real-world experiences of newspapers transitioning to newsmedia companies.

284 Blog Posts

Wall Street Journal provides facts, opens paywall for COVID-19 coverage

29 March 2020 By Parth Shah & Amber Port

All advertising is local: connecting with customers when it matters most

23 March 2020 By Cathy Colliver

Schibsted focuses on retention, value proposition for loyal subscribers

02 March 2020 By Siri Holstad Johannessen & Katrine Sørum

How to balance brand awareness with lead generation

01 March 2020 By Cathy Colliver

2020 marketing trends and predictions

28 January 2020 By Cathy Colliver

Top 10 Viewed Bottom-Line Marketing Blog Posts From the Past Year

Schibsted shares its model for reducing repeat purchase behaviour

20 January 2020 By Siri Holstad Johannessen & Henrik Lie Grønland

Reducing churn in the first 100 days at Wall Street Journal

12 January 2020 By Ian Tucker

Simplifying the complex is key to helping marketing, advertising clients

22 December 2019 By Cathy Colliver

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Schibsted reduces cost-per-action with programmatic subscription offer

18 November 2019 By Thea Kristin Hansen & Siri Holstad Johannessen

Aftenposten Wine Club increases subscriber revenue, decreases churn

21 October 2019 By Madeleine Reuterdahl & Siri Holstad Johannessen

Stavanger Aftenblad’s comment campaign goes viral in effort to reduce churn

07 October 2019 By Siri Holstad Johannessen & Tor Anders Voldsund

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Wall Street Journal’s search for reader retention drivers

16 September 2019 By Anne Powell

Schibsted shares its customer-centric B2B product strategy

18 August 2019 By Siri Holstad Johannessen & Therese Jacobsen

Schibsted reduces churn by helping readers visualise a subscription’s value proposition

01 July 2019 By Siri Holstad Johannessen, Lene Marie Rian, Lise Angset Christophersen

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Protecmedia November 2019

How Aftenposten increased brand awareness, maximised ROI with a soccer match

09 June 2019 By Siri Holstad Johannessen & Kathrine Jansen

Driving membership engagement: 5 lessons from Wall Street Journal’s loyalty programme

03 June 2019 By Rebecca Selby

3 pillars of Wall Street Journal’s college student campaign

25 March 2019 By Lily Cloake

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Schibsted tests onboarding processes to increase subscription value

04 March 2019 By Siri Holstad Johannessen

Bergens Tidende’s well-loved local events increase brand awareness, subscriber loyalty

29 January 2019 By Cathrine Vange Grindheim, Kari Lindøe, and Siri Holstad Johannessen

Fædrelandsvennen’s editorial-focused campaign increases conversion propensity

26 December 2018 By Silje Dagsvik, Sverre Johnsen, Siri Holstad Johannessen

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How Wall Street Journal uses a data-led, member-first metric to reduce churn

17 December 2018 By Anne Powell

Schibsted markets corporate subscriptions for Aftenposten

26 November 2018 By Siri Holstad Johannessen and Madeleine Reuterdahl

Wall Street Journal searches for low-hanging fruit of reader subscriptions

15 October 2018 By Peter Gray

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Schibsted’s chatbot reduces e-mail inquiries

02 October 2018 By Siri Holstad Johannessen and Line Guton Halland

Aftenposten reduces digital churn, extends brand reach into tech sector

03 September 2018 By Siri Holstad Johannessen and Kathrine Tillnes Jansen

The art of listening: lessons in analytics at Wall Street Journal

20 August 2018 By John Wiley

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Aftenposten customises print news for next generation

08 August 2018 By Siri Holstad Johannessen and Andreas Finborud

Schibsted centralises marketing model with 360 strategy

10 July 2018 By Siri Holstad Johannessen

Wall Street Journal campaigns capture changing reader demographic

09 July 2018 By Paul Plumeri

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Protecmedia November 2019

Custom branded content solves Kentucky Derby Festival’s marketing challenges

19 June 2018 By Cathy Colliver

“Customer experience”: same practice, different name

14 June 2018 By Veera Siivonen

Schibsted engages students through sponsored content

28 May 2018 By Siri Holstad Johannessen and Shan Mohammed

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Wall Street Journal’s 3-year transformation from subscription to membership

07 May 2018 By Suzi Watford

4 marketing tactics at work at Helsingin Sanomat

01 May 2018 By Veera Siivonen

Could news media’s subscription strategy boil down to audience feelings?

25 April 2018 By Siri Holstad Johannessen

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Use data to understand, inform advertiser customer communication

08 April 2018 By Cathy Colliver

Welt shares 4 key aspects of new brand building

03 April 2018 By Kristina Faßler

How Aftenposten increased its purchase flow conversion rate from 17% to 30%

02 April 2018 By Siri Holstad Johannessen and Ekaterina Zelina

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Time for news media to embrace responsible AI, purpose-driven brand identity

25 March 2018 By Veera Siivonen

Schibsted audience analysis indicates churn likelihood, dictates communication

11 March 2018 By Siri Holstad Johannessen and Hallvard Wulfsberg Johnsen

Helsingin Sanomat targets younger audience, digital subscriptions rebound

05 March 2018 By Veera Siivonen

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5 key facets to Wall Street Journal’s digital subscriber growth

19 February 2018 By Suzi Watford

Start-up thinking results in sponsored formal ball for niche magazine

18 February 2018 By Geoff Tan

Data is key to branded content success

14 February 2018 By Cathy Colliver

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Protecmedia November 2019

Schibsted retains digital subscribers with automated onboarding

05 February 2018 By Siri Holstad Johannessen and Tor Marius Espedal

Vertical company strategies must give way to horizontal structures

15 January 2018 By Geoff Tan

Aftenposten stopped chasing Facebook reach, brought in US$500,000 extra annually

08 January 2018 By Siri Holstad Johannessen, Sidney Johan Clay Glastad, and Marius Thorkildsen

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3 guiding principles for navigating change in a digital world

07 January 2018 By Cathy Colliver

Aftenposten adopts hybrid online metered model

04 December 2017 By Siri Holstad Johannessen

No apologies, no excuses for media industry

05 November 2017 By Cathy Colliver

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Why news media companies must take measured risks

20 September 2017 By Cathy Colliver

Like McDonald’s, media can connect with families through honest storytelling

01 August 2017 By Cathy Colliver

Courier-Journal creates branded content story for energy company

27 June 2017 By Cathy Colliver

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Marketing, social media lessons from AirAsia executive

08 June 2017 By Geoff Tan

Cause marketing offers new revenue, boosts brand

16 May 2017 By Bob Provost

Diversify, broaden, or deepen: Choose one to focus audience strategy

23 April 2017 By Cathy Colliver

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Today’s commercial content officers are yesterday’s editors

13 April 2017 By Geoff Tan

How GateHouse Live generated US$8 million in revenue

06 April 2017 By Scott Stines

The Times revisits traditional publishing schedule

04 April 2017 By Bob Provost

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Protecmedia November 2019

Brand management starts with focus on community, culture

30 March 2017 By Bob Provost

Quality news media begins to reposition itself, its competition

01 March 2017 By Scott Stines

Your media brand is who you are and what you do

27 February 2017 By Cathy Colliver

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Tecnavia

Non-traditional marketing success starts with non-traditional ideas

09 February 2017 By Geoff Tan

Research reinforces effectiveness of print advertising

08 February 2017 By Bob Provost

Are the Internet, social media killing journalism?

23 January 2017 By Scott Stines

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New year, new opportunity to be forward-thinking

12 January 2017 By Geoff Tan

What media professionals can learn from General Patton

05 January 2017 By Bob Provost

Deep audience data should shape marketing strategy

28 December 2016 By Cathy Colliver

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