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Print Engagement

“INMA Knows” is a content surfacing project designed to personally curate all association resources on a single subject of high interest to INMA members

Introduction

The importance of print varies by global region among INMA members, yet three truths bind the platform to every news media company: Print is the history of the industry, it historically has been the revenue model of the industry, and its future is always in question in our digital world. INMA content on print focuses on unique ways to engage audiences with a platform as unique as mobile, audio, and desktop. 

Dawn McMullan

— Dawn McMullan, INMA

Exclusive INMA material on “Print Engagement”

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TIME builds a subscription machine to move into the future

Despite being nearly a century old, TIME is approaching the future with a start-up mindset, using newsletters to build relationships and content marketing to convert subscribers.

28 March 2022

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8 ways news media publishers can still be innovative with print

In an INMA members-only Webinar, JPIMedia’s managing editor shares eight ways print news media can still innovate content and the way it reaches audiences, to stay relevant and trusted even in the digital transformation.

03 November 2021

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Daily Prothom Alo’s ad campaign bridges print and digital platforms

Daily Prothom Alo created a campaign centered around the massive Padma Shetu Bridge, providing value for advertisers and readers alike.

23 August 2021

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Funke Mediengruppe fights for good journalism, regardless the platform, with 4 strategies

The way people consume journalism has changed, but Funke Mediengruppe has found they are willing to subscribe for the right content. Adapting to changing needs and demands is critical for success moving forward.

19 December 2022

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NZME drives digital access amongst print subscribers while engaging print readership

A key part of NZME’s strategy was to retain print subscribers by getting them to activate their digital subscriptions.

09 August 2021

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Bergens Tidende invited readers to travel the world

To take readers on a journey around the world, Bergens Tidende created a detailed 3D visualisation of the Statsraad Lehmkuhl and used a 360-degree mast camera that was updated almost continuously during the expedition. The initiative won INMA’s highest award, “Best in Show,” at its Global Media Awards last week.

29 May 2023

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Daily Maverick launches weekly print publication, increases digital audience 20%

Undeterred by the drop in circulation of paid-for titles in South Africa over the last five years — and instead bolstered by the strong circulation of free-distribution publications at the same time — The Daily Maverick launched its print version in 2020.

26 April 2021

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Understanding the role of print advertising in a digital world

The industry must continually adjust their advertising practices as digitisation continues to impact print. At the INMA South Asia News Media Summit. Ulbe Jelluma, managing director at print media advertising initiative Print Power, said this creates an opportunity for publishers.

16 August 2022

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Tagesspiegel reinvents its print newspaper to appeal to more paying readers

When Tagesspeigel reinvented its print edition, it realised a good newspaper works like a high-quality restaurant, sharing some of the same needs and principles.

02 July 2023

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Rashtradoot finds revenue, engagement success as India’s first bilingual newspaper

Rashtradoot became India’s first bilingual newspaper in 2016 and saw a 42% increase in advertising in the first year.

10 August 2021

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Helsingin Sanomat reinvents print newspaper for children

To attract a younger audience, Helsingin Sanomat made a bold move: It launched a print newspaper for children.

28 November 2021

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SCMP goes inside tiny flats of Hong Kong to uncover cramped living conditions

South China Morning Post wanted to draw attention to the challenges faced by people living in the tiny flats of Hong Kong. It used visualisations and illustrations, such as a cutaway drawing showing the size of the cramped living spaces.

22 May 2023

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Netwerk24 shares its winning lessons on reaching a niche market

During this week’s Webinar, Henriëtte Loubser, editor-in-chief of Netwerk24, shared strategies and lessons that have helped build the company’s digital transformation success.

19 April 2023

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Times of India app allowed audience to safely celebrate Bappa and Santa

When the pandemic forced shutdowns and canceled holiday plans, The Times of India created ways to celebrate virtually, including a Secret Santa promotion.

16 June 2021

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Maharashtra Times delivered religious blessings to readers during lockdown

When COVID-19 restrictions prevented people from attending the annual Ganesh Chaturthi celebration, Maharashtra Times found a way to deliver the Lord’s blessings directly to readers’ homes.

17 January 2023

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Stuff reconstructs 20,000 years of Earth’s changing temperature

Using data from climate models, estimates reconstructed from ice cores, and recorded observations, Stuff tracked Earth’s temperature back 22,000 years to visually display the rapid effects of man-made carbon emissions.

03 January 2023

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ABP extends its reach by creating new ad solutions during national festival

ABP has shifted its mindset from print-only to embrace other platforms, including digital and experiential engagement. The company got to practice these new advertising engagement skills during the national Durga Puja.

30 November 2022

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Hanza Media reinvents print with the GG Pop Up Paper

The first issue of the GG Pop Up Paper, a print product on recycled paper, was produced in cooperation with Garderoba Concept Store. The rebranded newspaper is sponsored by one advertiser at a time and embraces slow journalism.

16 October 2022

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Večernji list’s fresh new Sunday print edition resonates with readers

Four sections — politics and society, the world, culture and sport, and great life interviews with strong personalities — all make the new Sunday a can’t-miss piece of reading.

21 June 2021

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8 media companies share pandemic impact, future plans

The COVID-19 pandemic hay have deeply impacted advertising revenue and circulation, but it also offered new opportunities for transformation, leaders from eight news media companies shared during the South Asia News Media Summit shared Thursday.

12 August 2021

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Media companies must help brands add something extra

Marcelo Benez of Folha de S.Paulo in Brazil shared some of the takeaways from the Cannes Lions Festival during the INMA members-only Webinar on Wednesday. The main message: Creativity, sustainability, and diversity must shine through.

03 August 2022

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NZME breathes new life into market with a quarterly fashion magazine

When Bauer Media exited New Zealand, NZME saw an opportunity and created a stunning quarterly magazine during COVID lockdown.

07 March 2022

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Boston Globe celebrates 150 years of service

A special edition of The Boston Globe newspaper, in print and digital, as well as a commemorative issue of the Globe Magazine in celebration of the Globe’s beginnings in 1872.

22 June 2023

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Times of India campaign encourages women’s representation in politics

Times of India’s “Aadhe Hum, Aadha Humara” campaign highlighted the need for women to be represented in the state assemblies so issues about women would receive attention and their experiences would balance overall law and policy-making in the state.

26 May 2021

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Maharashtra Times plants the seeds to celebrate World Environment Day in print campaign

In a one-of-a-kind innovation, Maharashtra Times distributed Tulsi seeds embedded in a perforated bookmark in the newspaper, along with a full-page advertising feature.

02 January 2023

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UK brands offer hope, resilience in a changing world

UK brands offer guidance, inspiration, and support to readers as they navigate fuel shortages, the climate crisis, and other challenging issues.

27 October 2021

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Russmedia highlights firefighter heroes in special section

With the “Our firefighter heroes in Vorarlberg” special section, Russmedia highlighted the importance of the local fire brigades. Available in both print and digital formats, it also was intended to help with recruitment of new volunteers.

06 March 2023

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News brands, advertisers lead climate agenda around COP26 and beyond

The climate crisis is dominating the advertising agenda as Greenpeace, HSBC, and other brands roll out relevant campaigns.

05 December 2021

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Nine’s Ink platform integrates print, digital production in complex newsrooms

To assist its multiple mastheads in successfully delivering digital subscriptions growth while stabilising and sustaining multiple print editions, Nine built the innovative Ink platform.

23 August 2020

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Times Group tackles essential issues by honouring creative ad campaigns

Times Group uses its Power of Print campaign to bring attention to issues facing the country. In 2020, the campaign tackled the problem of electronic waste.

01 March 2021

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LNP|LancasterOnline’s special Schools section celebrates student perspectives

This year’s special Schools section, written and illustrated by students, focused on the importance public servants — a perfect topic after what communities went through in 2020.

18 August 2021

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Hindu Group creates successful branded content campaign for ed-tech start-up

When the pandemic forced the closure of Unacademy’s physical coaching institutes, it partnered with The Hindu Group to provide online education and offer training for those wishing to take their civil services examination.

22 January 2023

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News Corp Australia's SMARTdaily reaches beyond COVID-19

SMARTdaily grew as an extension of the popular Hibernation section created during the height of the pandemic. The new section helps readers navigate the changing world they live in.

01 November 2020

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Times of India celebrates the power of #NewspaperMornings

The Times of India #NewspaperMornings campaign was created to remind readers of the unique relationship they share with their morning newspaper.

28 September 2020

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Jutarnji list finds success with new print magazine about local culture

Jutarnji list wanted to start a new culture magazine in 2020, but the pandemic created multiple delays. When it finally introduced Svijet kulture (The World of Culture), it proved to be worth the wait.

28 September 2022

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The Big Issue pivots to support homeless vendors during lockdown

When the COVID-19 lockdown hit and put The Big Issue vendors — a vulnerable population of homeless — out of work, the magazine pivoted to raise community support for the publication and the vendors.

30 July 2020

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Axel Springer’s B.Z. sets world record with ad, infographic format

At the Axel Springer printing house in Ahrensburg, Olaf Kuchenbecker, record judge of the Record Institute of Germany, handed over the certificate for the biggest illustration ever published in a daily newspaper. Here’s how it came together.

13 July 2020

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Le Devoir invites readers to pause for print

Le Devoir’s Pause Papier campaign directed readers’ interest back to printed versions of the newspaper.

03 November 2020

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The Times of India’s campaign finds Kolkata's Women Heroes

The Times of India’s Women Heroes campaign was designed to celebrate extraordinary women from ordinary walks of life. A total of 621 women were nominated, 1,313 women volunteered to support their hero’s cause, and women’s readership increased 2.8%.

03 August 2020

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Times of India’s “Lost Votes” campaign ignites a mass movement, compels change

The Times of India’s “Lost Votes” campaign — joined by competing news media companies and social media influencers within the country — broke 70 years of silence and blaming voter apathy for low voter turnout, leading to the government taking responsibility.

24 August 2020

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JP/Politikens Hus’ Børneavisen attracts young readers to print

Children ages 9 to 12 are the target audience for the weekly print publication Børneavisen.

10 November 2020

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Straits Times makes sense of the pandemic for young readers

Finding a way to include young readers in discussions about the global pandemic became the main focus for the Straits Times Schools team, which tailored content for readers ages 10 to 16, provided free content to public schools, and used social media to engage with older students.

20 October 2020

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Telegraph Women’s Sport changes the narrative for female athletes

As part of its new section, Telegraph Women's Sport introduced a campaign called “Girls, Inspired” to close the gender gap in school sports.

16 November 2020

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6 publishers share how they follow audiences from platform to platform

The New York Times, Bonnier, Rede Gazeta, Globe and Mail, Alma Media, and Advance Local share with attendees at INMA’s Virtual World Congress how they are reaching audiences through their content — from print to texting to AI.

25 May 2020

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First News aims to be the one-stop global resource of news for children

First News shared with INMA members how the media organisation developed a newspaper for children, growing it into a global brand with multiple platforms.

18 November 2020

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Vijay Karnataka’s VK Corona Guide creates COVID-19 awareness

The special tabloid addition covered a variety of coronavirus-related topics and was distributed to influential community members in advance. A total of 246 applicable advertisers were also involved.

31 May 2020

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Sunday Mid-day’s feel-good campaign helps Mumbai wind down

Embracing the essential idea of a Sunday — the day you’re allowed to do what you wish — Sunday Mid-day addresses a variety of people and their interests through its articles.

14 September 2020

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Vijay Karnataka puts a spotlight on distribution channel during pandemic

The VK Delivery Super Heroes campaign helped dispel rumours about COVID-19 while putting a spotlight on the people who deliver printed newspapers.

21 June 2020

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What does Dagbladet’s digital growth in lockdown mean for its print future?

Dagbladet’s digital-first strategy prepared it for the global lockdown, but it also emphasised the precarious future for print newspapers.

20 July 2020

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Mumbai Mirror print, video initiative looks back to help city build future

To celebrate where Mumbai has been and look to what it could be in the future, Mumbai Mirror relied upon well-respected octogenarians and an innovative approach to its front page.

28 June 2020

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Pandemic’s effects require strategic action from India’s print industry

Before the pandemic, print was the way Indian audiences consumed news. The coronavirus and subsequent lockdown are changing reader habits, moving from print toward digital. What does that mean for the long term in subscriptions and revenue?

13 April 2020

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How Guardian Weekly rebranded from a newspaper to glossy magazine

How The Guardian Weekly recently rebranded its century-old weekly newspaper into a glossy magazine.

02 January 2020

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Indian media houses respond to national lockdown, myths about print contamination, community opportunities

The world's largest coronavirus lockdown began Tuesday evening in India, kicking off a 21-day struggle for everyone, including the nation’s news media companies. Publishers that rely on print distribution are facing myths of COVID-19 spread through newspapers as they fight fake news and work to get reliable journalism to their readers.

26 March 2020

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Dainik Jagran campaign helps save the sacred, starving cow

Despite their revered status in India, cows suffer at a staggering level. Dainik Jagran created a campaign to raise awareness about their plight and encourage people to help them. The local response was impressive.

04 February 2024

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Times of a Better India brings good news to audiences

India celebrated 75 years of independence in 2022, and The Times of India wanted to ride the wave of pride and happiness around that celebration. That led to The Times of a Better India campaign, designed to share good news and overlooked stories.

24 January 2024

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The Australian grows its audience with hit podcast

After its podcast The Teacher’s Pet brought attention to the cold case of a missing wife and mother, The Australian followed up with a second hit podcast, The Teacher’s Trial, which was downloaded more than 8 million times.

15 January 2024

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News Corp Australia scores reader engagement with Commonwealth Games coverage

News Corp Australia took a new approach to engaging audiences during the Commonwealth Games, creating multiple ways — like a 28-page print preview guide and a daily newsletter — for them to interact with the content.

08 January 2024

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Dainik Jagran addresses traffic deaths with data journalism

Dainik Jagran addressed road safety with its far-reaching Good Horns, Good Brakes, Good Luck campaign, which included a detailed audit of local roads by editorial staff.

19 December 2023

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Mediahuis Ireland shares 3 principles of a successful rebrand

For its flagship news brand, the Irish Independent, Mediahuis Ireland was able to unify multiple titles and complete a successful rebrand across print and digital.

12 November 2023

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Cadbury Gaane Mishti promotion with ABP Group uses music to bring people together

For the second season of the Cadbury Dairy Milk Gaane Mishti Jugalbandi, some 80 shops created unique mishti treats based on themes of songs recorded for that event.

07 November 2023

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20 Mint creates NFTs to fund its print magazine

To finance the printing and distribution of 20 Mint, a print magazine about Web3, France’s 20 Minutes created and sold NFTs of typewriters.

05 November 2023

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City Press campaign with local banks offers financial boot camp for selected readers

The Money Makeover Challenge is a long-running partnership between City Press and one of South Africa’s big four banks. The challenge helps ordinary people take control of their finances.

05 November 2023

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Newsday readers eat up its niche restaurant coverage

Based on the popularity of its restaurant stories, Newsday began beefing up its coverage and now serves up a full menu of food and drink content across multiple platforms.

10 October 2023

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Stuff pairs with candy brand to create a new recipe for family fun

Stuff’s Content Studio created the Family FUNdamentals campaign with candy brand Pascall to help parents and children reconnect in a post-pandemic world.

09 October 2023

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Times of India’s #iamhyderabad brings the city together

To create a stronger emotional connection with readers, the Hyderabad edition of The Times of India created the #iamhyderabad campaign, which spotlights and celebrates unique aspects of the city.

13 September 2023

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La importancia de la plataforma papel en el ecosistema de medios

INMA Presentation File

18 August 2023

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The Hindu In School helps young readers rediscover the fun in learning

To engage children ages 11 to 17, The Hindu created a new Weekender publication, which featured five marquee issues on specific themes and was distributed to 170,000 students.

10 August 2023

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Creating highly profitable print magazine during height of pandemic

INMA Presentation File

13 September 2022

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Personalisation, programmatic printing, and integrating online behaviour with print

INMA Presentation File

11 August 2022

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Building a marketing machine at Time

INMA Presentation File

03 February 2022

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News Corp Australia’s Shine Awards brighten a dark year by honouring women

The Shine Awards magazine shares stories of the six winners and 18 finalists from across rural Australia. The campaign — which honours female talent — is now in its fourth year.

30 November 2020

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Metro stakes claim on the U.S. Hispanic market

Metro World News reached an untapped audience in Stockholm in 1995 by targeting print commuters on the subway. Now the news media company is using the same strategy to serve the large population of Hispanics living in the United States, using content created by Latinos for Latinos.

29 November 2020

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Playbook for South Asia news media in 2021

INMA Presentation File

24 November 2020

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Reaching young readers with print

INMA Presentation File

18 November 2020

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Grupo Milenio’s “Good News” Christmas project was a gift for audience, advertisers

In a multi-department effort, Grupo Milenio changed its content and distribution strategy to boost reader and advertiser engagement on Christmas Day.

15 November 2020

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NWZ’s insect project engages readers, boosts subscriptions

In print and online, NWZ called on readers to create insect-friendly areas and report the number of square metres of those areas in the garden, on company premises, on the edge of a sports field, or even on a balcony. This call-to-action and content engaged readers, advertisers, and sought to make the world a better place.

23 September 2020

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Diário de Notícias pulls back from print while acknowledging its benefits

Despite the major shift to digital, print still has some advantages as a marketing tool and among certain audiences.

23 July 2020

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Rashtradoot effectively and humanely managed print in early COVID days

As the COVID-19 pandemic shut down India, Rashtradoot made a strong commitment to its key employees and worked to ensure its circulation numbers stayed strong.

19 July 2020

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Diário de Notícias pulls back from print to focus on digital and paywall

Diário de Notícias ended its weekday print newspaper, publishing a print edition only on Saturday and moving toward digital and a paywall.

16 July 2020

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Print innovation and the art of the possible at The New York Times

INMA Presentation File

22 May 2020

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How to cover climate (and the unintended consequences)

INMA Presentation File

22 May 2020

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How to effectively and humanitarianly manage print in the times of COVID-19

INMA Presentation File

19 May 2020

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The Big Issue’s COVID pivot: Subscriptions, donations, downloads, and sales

INMA Presentation File

19 May 2020

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Making sense of the pandemic for young readers

INMA Presentation File

19 May 2020

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Inspirations in a lockdown and where print goes after COVID-19

INMA Presentation File

05 May 2020

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‘Gazeta Przedwyborcza’ – a million copies distributed throughout Poland

From Monday 7 October 2019, the residents of over 100 Polish cities were the recipients of a million copies of ‘Gazeta Przedwyborcza’ – a free newspaper prepared by the editors of ‘Gazeta Wyborcza’ in relation to the upcoming parliamentary elections and handed out at train stations and in city centres ...

01 March 2020

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This Newspaper is Pure Rubbish

The idea newspaper production and consumption might not be sustainable was creating some tension for our readers who love newspapers, but also care for the environment and are increasingly looking for ways to live more consciously. There were many assumptions about the impact of newspaper production ...

01 March 2020

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Reduce The Use - Anti-plastic campaign

With Reduce the Use, HT aimed to Build Thought Leader Imagery and Reader Engagement. In order to solve for the issue, HT newspaper converted into a paper bag, readers were given simple instructions at the end of the page, following which the newspaper quickly be converted into a ready to use paper ...

01 March 2020

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Focus on quality when it comes to print, The Guardian Weekly says

In a pro-digital age, The Guardian Weekly chose print for its relaunch. Why? Readers are looking for a different experience and high quality from print.

23 January 2020

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Guardian Weekly’s new design and print relaunch resonate with younger audiences

The Guardian’s director of print discusses how launching a redesigned print product resonated with new and younger audiences.

16 January 2020

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Partnership with star basketball player helps Bay Area News Group lift retention, subscriptions

Klay Thompson’s pre-game newspaper reading ritual is the inspiration behind a multi-year campaign that has effectively engaged audiences, boosted Bay Area News Group’s education programming, and given subscriptions and retention a lift.

13 January 2020

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Top Web resources on “Print Engagement”