The Dallas Morning News
Article Abstract:
The research department of Dallas, TX-based newspaper the 'Dallas Morning News' is critical to its activities and works closely with other units to develop new, potentially lucrative ideas. The team-based research approach adopted by the newspaper enabled it, for example, to identify a growing consumer segment within its market, quantify the group, profile it in detail and develop a new print product to attract this demographic segment, while providing advertisers a vehicle by which to reach them. The result is the free, full-color tabloid called 'La Fuente,' which was launched in Mar 1995 to serve Hispanic households.
Publication Name: IDEAS
Subject: Business
ISSN: 0896-1441
Year: 1999
User Contributions:
Comment about this article or add new information about this topic:
Taking it to the streets
Article Abstract:
Rives Carlberg launched a campaign on behalf of the Houston Chronicle newspaper to promote the paper's classified ads section by focusing on the low cost of classified ads in return for the tremendous value received by the advertiser. The campaign used a unique form of advertising which involved people in attention-getting costumes and carrying giant, bright, yellow price tags with the message '$16 can sell anything in Chronicle Classifieds.' The newspaper has received a tremendous response since the advertising campaign.
Publication Name: IDEAS
Subject: Business
ISSN: 0896-1441
Year: 2000
User Contributions:
Comment about this article or add new information about this topic:
Authoritative campaign gives voice
Article Abstract:
Il Sole 24 Ore's successful authoritative branding campaign helps boost circulation and readership. The branding campaign, 'Il Sole 24 Ore: il quotidiano economico-finanziario pi letto in Europa' ('The economical and financial newspaper with the highest number of readers in Europe'), was launched in Sep 1997. The successful campaign makes Il Sole 24 the only Italian newspaper to achieve growth in light of a global trend of falling circulation.
Publication Name: IDEAS
Subject: Business
ISSN: 0896-1441
Year: 1997
User Contributions:
Comment about this article or add new information about this topic:
- Abstracts: The dangers of tracking bears. Time and tide...
- Abstracts: Fight for the rights of nominees. Out for the count. Stars of the show
- Abstracts: Coded warning for Roscos. Prescott's White Paper packs a punch. What Prescott plans for transport
- Abstracts: Selling the one-stop shop. Prudence and panic. Handle with care
- Abstracts: How the land lies. By any other name. Time to crop subsidies?