Populus has helped numerous publishing titles get closer to their local audiences and successfully reposition several of their priority titles.
For example in Leeds, we discovered that locals felt great pride in their city and would respond well to a title that reflects this with positive news stories that celebrate all the city has to offer. This insight has helped with the new positioning of The Yorkshire Evening Post.
We delivered a significant project to reposition and relaunch Scottish national newspaper The Scotsman as a more accurate reflection of the new dynamism of Scotland’s current political and social scene, in the face of rising digital demand.
Johnston Press – one of the UK’s leading local and regional media organisations – wanted to identify ways to manage the decline in print readership and deliver a compelling digital approach.
What we did
Through our research, Johnston Press has been able to get closer to their local audiences and discover Critical Knowledge that has allowed their in-house marketing and brand teams to successfully reposition several of their priority titles.