Media & publishing

How FT Live is changing its business model

Article • Brian Carruthers, Event Reports, Advertising Week 2020, October 2020

This article considers how the Financial Times’ (FT) events business has pivoted to digital during the pandemic.

News • 06/10/2020

Brands blocking publisher content related to current events such as the coronavirus or Black Lives Matter are inadvertently harming themselves, says a Verizon Media director, who argues that brands need to rethink their approach to brand safety ...

Verizon Media looks to a world beyond keyword blocking

Article • Brian Carruthers, Event Reports, DMEXCO @home, September 2020

This article examines Verizon Media’s pan-European research into the value of news and journalism.

Swedish newspaper heads for best results in 20 years

News • 01/10/2020

As so many newspapers around the world struggle to survive during the coronavirus pandemic – and with many not succeeding – one leading Swedish title finds it’s heading for a record year.

It’s high time for media’s autumnal refresh

Opinion • James Shoreland, September 2020

Brands should be concerned with a potential reduction in opportunities to align themselves with culturally-relevant content, writes James Shoreland.

Times of India: Out & Proud – India Comes Out of The Closet

Case Study • Saad Khan, Trinolda Colaco, Jason Samuel, WARC Prize for Asian Strategy, Gold, 2020

The Times of India newspaper sparked a nationwide movement to normalise LGBTQ rights with a special Out and Proud classifieds section in India.

Nikkei: "Are You Starting to See It?"

Case Study • Yutaka Tsuda, Kei Okubo, WARC Prize for Asian Strategy, Bronze, 2020

Financial newspaper The Nikkei took a multi-pronged approach to attract a new young audience in Japan's highly competitive media landscape.

The Telegraph: Changing the prayer and praying for change

Case Study • Basabdatta Lahiri, WARC Prize for Asian Strategy, Entrant, 2020

Indian daily English-language newspaper The Telegraph used a multichannel approach, including TV, radio and outdoor based around the Durga Puja festival to draw attention to the issue of gender inequality in India.

What's working in entertainment & media

Article • WARC Category Intelligence, August 2020

Global strategies, campaign updates and trends in the entertainment and media category.

Biting the hand that feeds you: How brand thinking and bold creative helped The Times and The Sunday Times profit from political chaos

Case Study • Marketing Society UK, The Brave Awards, Shortlisted, 2020

The Times and The Sunday Times, British newspaper brands, presented themselves as the antidote to the chaos of politics in the UK during the Brexit process by launching a campaign that turned the House of Commons into a zoo.

Joining the dots at Times Radio

News • 01/07/2020

Times Radio is an ongoing brand campaign, according to Times Newspapers’ general manager, and one which ties in with the title’s pricing strategy.

The Times uses the COVID-19 ‘news surge’ to boost subscription revenues

Article • Alex Brownsell, Event Reports, Mediatel’s Future of Publishing online conference, June 2020

Why Times Newspapers opted against dropping its paywall for coronavirus-related content during the pandemic.

Pandemic drives UK news readership to record high

News • 17/06/2020

Daily consumption of national print and digital news brands in the UK soared to over 30 million in the first quarter of the year, its highest ever number, according to the latest data from the Publishers Audience Measurement Company (PAMCo).

Publisher shift from cookies gathers pace

News • 22/05/2020

As The New York Times announces a shift from the use of third-party to first-party data, smaller publishers are having to consider how they can best navigate a cookieless future.

‘Come together’: Why COVID-19 is having a huge impact on UK audiences

Opinion • Denise Turner, May 2020

New research from Newsworks, the marketing body for UK national newspapers, shows that the coronavirus pandemic poses a unique threat to consumers’ key priorities in life.

El Tiempo: #WomenRewriteWomen

Case Study • Carolina Mejia, Annabelle Butler, Jane Dorsett, WARC Awards, Silver, Effective Social Strategy, 2020

Newspaper El Tiempo persuaded influential female writers to rewrite sexist headlines through a social and owned media campaign to highlight the problem of sexism in Colombia.

The Telegraph: Changing the prayer and praying for change

Case Study • Basabdatta Lahiri, WARC Awards, Entrant, Effective Use of Brand Purpose, 2020

Indian daily English-language newspaper The Telegraph used a multichannel approach, including TV, radio and outdoor based around the Durga Puja festival to draw attention to the issue of gender inequality in India.

The Times of India: Lost Votes

Case Study • WARC Awards, Silver, Effective Content Strategy, 2020

English-language daily the Times of India threw its might behind a voting rights campaign, raising its profile among younger readers in the country.

Times of India: Out & Proud – India Comes Out of the Closet

Case Study • Saad Khan, Trinolda Colaco, WARC Awards, Gold and Evaluation Award, Effective Use of Brand Purpose, 2020

The Times of India newspaper sparked a nationwide movement to normalise LGBTQ with a special Out and Proud classifieds section in India.

COVID-19: Publishers are stuck between a reader rock and an advertising hard place

Opinion • Alex Brownsell, April 2020

Publishers hope to emerge from the crisis by fortifying brand and user relationships – even if that means accepting short-term pain, writes Alex Brownsell.

The Times of India: No Conditions Apply – Sindoor Khela

Rankings • WARC Effective 100, 2020

The Times of India, an English-language daily newspaper in India, launched a purpose-driven campaign that challenged a 400-year-old tradition in India.

Chicago Sun-Times: The Blank Page

Rankings • WARC Effective 100, 2020

The Chicago Sun-Times newspaper grew its number of subscribers by showing what Chicago would look like without the paper.

An-Nahar: The Blank Edition

Rankings • WARC Creative 100, 2020

An-Nahar, an Arabic language daily newspaper, launched a blank edition of its newspaper to protest Lebanese politicians who had failed to form a government for over 6 months and rally support from the public.

The New York Times: The Truth Is Worth It

Rankings • WARC Creative 100, 2020

The New York Times, a US news publication, increased appreciation in paid journalism by showing its unwavering commitment to the truth.

A neuroscientific method for assessing effectiveness of digital vs. print ads: using biometric techniques to measure cross-media ad experience and recall

Research Paper • Andrea Ciceri, Vincenzo Russo, Giulia Songa, Giorgio Gabrielli, and Jesper Clement, Journal of Advertising Research, Vol. 60, No. 1, 2020, pp. 71-86

Marketers can choose among various media to convey advertising, ranging from printed advertising on paper to websites through the Internet and mobile through smartphones and tablets.