Shaping high level business decisions through dynamic understanding of consumer insights

Date of publication: September 19, 2004

Abstract:

Clarín, an Argentine daily newspaper, has the largest circulation within Spanish-speaking countries and is the world's eighth largest newspaper. As with newspapers worldwide, Clarín is experiencing readership declines among the younger audience segments. Because the younger generation is increasingly less interested in traditional newspapers, Clarín 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.

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