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 puts trust at the forefront of new brand platform

04 October 2021 By Katie Fabry

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

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

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

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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

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Piano

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

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CRUX

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

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iZooto

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

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FewCents

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

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Eidosmedia

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

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Tipser - Ecommerce

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

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

12 July 2020 By Cathy Colliver

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Piano

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

How to find marketing purpose during a pandemic

19 April 2020 By Cathy Colliver

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CRUX

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

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iZooto

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

Schibsted shares its model for reducing repeat purchase behaviour

20 January 2020 By Siri Holstad Johannessen & Henrik Lie Grønland

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FewCents

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

Schibsted reduces cost-per-action with programmatic subscription offer

18 November 2019 By Thea Kristin Hansen & Siri Holstad Johannessen

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Eidosmedia

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