Co-promotion with comic strip books (case study from Ekstra Bladet)
Nana Grew (picture by Brie Logsdon)
Curated comic strips by famed cartoonist Morten Ingemann create a new revenue generator that boosts brand, circulation (+5%), and revenue even in a saturated market. Nana Grew, Project Manager, Ekstra Bladet, Denmark showed this case study during the INMA 2012 European Conference in Hague.
- co-promotions to stabilize the declining circulation
- saturated market
- decreasing effect of co-promotional campaigns
something new, unique, hard to copy, Ekstra Bladet-like, with broad appeal to cater to the summer segments, suitable for the season (not a DVD).
six individually themed comic strip books by Danish famous cartoonist. Exclusive with Ekstra Bladet every Friday for 4,5 Euro from July 1st to August 5th.
- national 3 week television spot
- print ads in Ekstra Bladet
- editorial coverage
- 5% increase in newspaper sales
- creating 135.00 Euro in revenues
- creating value for readers
- increasing brand awareness and liking
- improve relationship with retailers
- use exclusive rights to create uniqueness and distiguishment
- natural extension of brand in order to support brand image
- re-use existing material to keep the costs low
More recent stories
VICE: Changing of the guard in media for generation Y
Carsten Kritscher, Commercial Director, VICE Media (Germany) shared during Digital Innovators Summit how his company has collaborated with forward thinking brands to form unique partnerships and develop cutting-edge, disruptive solutions for their needs.
Condé Nast – Programmatic ad transactions for publishers
At Digital Innovators Summit, Rick Welch, Head of Programmatic Sales, Condé Nast (USA) provided an overview of the programmatic ad landscape, and ways magazine media companies can approach building programmatic capability.
Condé Nast is home to some...
The Onion’s evolution towards digital only publication
Steve Hannah shared at the Digital Innovators Summit how they have transformed their weekly newspaper into a 24/7 digital media brand with new business models while staying true to their core brand.
The U.S. satirical news brand The Onion has become more...
Staying on the interactive marketing rocket – discussion
Online adverting and marketing continues to increase its share of global advertising budgets. This session of Digital Innovators Summit featured the perspectives of global brands and a publisher on the state of online marketing – trends, what is working,...
Making the most out of Facebook
How can media companies best make use of this social network with its more than one billion monthly users? Andy Mitchell talked during Digital Innovators Summit about the latest developments at Facebook that benefit media companies as well as effective...
Cool is not an accident – how to make videos go viral
You don’t have to wait for some happy coincidence to get a video that spreads across social media like a wildfire – you can make one yourself! Award winning and provocative director Joseph Wade (Don’t Panic, UK) talked during the Digital Innovators...
Fædrelandsvennen – All access success
In May of 2012, Fædrelandsvennen launched a new business model. Speaking at the Digital Innovators Summit in Berlin, News Editor Christian Stavik reported his newspaper now has 75% coverage in its core market, which is the entire country of Finland.