A traditional, old –fashioned and un-surprised tabloid decides to change, and circulation explodes. Advertisers are in-line to buy
Changes in readers profile
Three periods are analysed:
• Until 1999, the conditions for the relaunch: a review of the socio-economic conditions and political and values environment together with the print industry evolution and threats.
• 2000-2003, the relaunch and its success: the decision to listen to “the people” and a new metrics were set up
• 2004-2005, is the relaunch sustainable in the long-term? How to keep the pace of change by choosing the right variables.

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