ClarÃn, an Argentine daily newspaper, has the largest circulation within Spanish-speaking countries and is the world's eighth largest newspaper. As with newspapers worldwide, ClarÃn is experiencing readership declines among the younger audience segments. Because the younger generation is increasingly less interested in traditional newspapers, ClarÃn is poised to deliver news and information in new and different ways. The changes require a complete strategic development which will service the market over the next ten years. The client and agency implemented a working model integrating research into the corporate decision board and actively involving several areas of the company, research agency and a strategic consultant in a continuous process. This paper summarizes the structure of the working methodology for building a new editorial strategy to be used in both the short and long term.
This paper provides a thorough analysis of the evolution of the Argentine case, taking an in-depth look into the progress of the events that took place in the historic year 2002. It explores this experience with the objective of extracting learning for both the business and the researchers communities.
This paper provides a thorough analysis of the evolution of the Argentine case, taking an in-depth look into the progress of the events that took place in the historic year 2002. It explores this experience with the objective of extracting learning for both the business and the researchers communities.
This paper provides a portrait of Argentina today in order to allow outsiders a glimpse of the extreme changes the society is undergoing and its impact on businesses as a result of the Argentinean crisis.