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Bottom-Line Marketing Blog

About This Blog

322 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.

3 steps to e-mail nirvana

21 May 2013 By

A perfect plan for failure

12 May 2013 By

Time for newspapers to start “talking the talk” of their own digital success

24 April 2013 By

The new cost of marketing in a digital news world

22 April 2013 By

Focus on the customer and circulation will take care of itself

11 April 2013 By

The atomisation of marketing

02 April 2013 By

Any new revenue port in a storm

28 March 2013 By

Newspapers are “not dead yet”

12 March 2013 By

Why “Poor Richard” was anything but

26 February 2013 By

Press freedom tied to newspapers’ financial success

19 February 2013 By

New tough times call for good old sponsoring

13 February 2013 By

How to bring in revenue from the digital version of location, location, location

07 February 2013 By

South China Morning Post curates content into profitable cookbook

20 January 2013 By

How to halt the sad, slow, silent retreat of local journalism

15 January 2013 By

Lowering the Great Wall: how South China Morning Post’s Web site went from closed to metered

17 December 2012 By

Sky’s the limit for marketers who speak the language of change

12 December 2012 By

The latest plot twists in marketing’s never-ending story

04 December 2012 By

Forget rate cards and flat testimonials — think creative solutions

27 November 2012 By

Focus on your local advertising clients’ success to ensure your success

20 November 2012 By

Add marketing gloss to your editorial substance

06 November 2012 By

Measuring customer satisfaction is useful — in moderation

30 October 2012 By

2013 will bring tighter resources, higher expectations

22 October 2012 By

Are you going halfway in meeting client needs?

10 October 2012 By

Valuable news uncovers problems, suggests solutions

17 September 2012 By

Why social media will never meet advertiser or audience expectations

09 September 2012 By

Video kills the newspaper star?

04 September 2012 By

Raising a glass to diversified income from events

12 August 2012 By

A lunch hour lesson: Brands must keep the promises their marketing makes

08 August 2012 By

Desire for customer intimacy clouds expectations for social media

29 July 2012 By

Growing a newspaper into a news brand

01 July 2012 By

Change the newsmedia model or someone else will

25 June 2012 By

Successful marketing requires consumer insight

20 June 2012 By

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