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