© 2018 by QUENCH Insights.

CHALLENGE

A well-known national newspaper brand was struggling to stay relevant in the digital age.

APPROACH

Our efforts began with executive and employee interviews to understand internal dynamics. We then turned to in-home interviews with readers and prospects of all ages across the country. Finally, given the importance of ad sales to continued growth, we interviewed media planners and buyers in media/creative agencies. The insights we gleaned were validated in a quantitative study. 

RESULTS

An updated brand positioning launched first among employees through a coffee-table brand book to re-invigorate the staffer’s love of working at the paper. Next, a Web site redesigned to allow for comments, the first major news website to allow user comments on stories. Today, the website is a top-100 U.S. website (source: SimilarWeb).

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CASE: NEWSPAPER BRAND REFRESH