Leadership Strategy: Marketing that Moves the NeedleSeven case studies of successful marketing practices

By Amy Rabinovitz and Sharon Current

The story has been told many times about the newspaper industry being in transition – perhaps in some ways it’s been over-told. As we talked with marketing executives across the U.S. and Europe, we encountered many who are weary of the cost-cutting, re-orgs, and yet-again new ownership. Others, however, are energized by the entrepreneurial opportunities and expanse of new product possibilities and potential brand extensions. This latter group of marketing professionals is the primary source for these seven case studies – whether or not we label them innovative “big idea” marketing or simply successful marketing that’s working in today’s challenging environment.