About This Blog

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’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

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

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

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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

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Stibo DX: The What, Why, and How

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

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Tipser - Ecommerce

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

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ProtecMedia AI Technology

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

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Piano

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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Ring Publishing

Gannett stands up for journalists, Black communities amid anti-racism protests

12 July 2020 By Cathy Colliver

Wall Street Journal’s pivot to virtual events reveals new audiences, rich data

06 July 2020 By Leigh Gilmore

Pandemic puts marketing authenticity to the test

27 May 2020 By Cathy Colliver

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Stibo DX: The What, Why, and How

How to find marketing purpose during a pandemic

19 April 2020 By Cathy Colliver

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

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Tipser - Ecommerce

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

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ProtecMedia AI Technology

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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Piano

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 Siri Holstad Johannessen & Madeleine Reuterdahl

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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Ring Publishing

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

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Stibo DX: The What, Why, and How

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 Siri Holstad Johannessen & Kathrine Jansen

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Tipser - Ecommerce

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