The AD is a Dutch national newspaper and the second largest paid newspaper in the Netherlands. The newspaper is published in tabloid format.
Assignment
Test our strategy around a new product-market combination with booklet in newspaper and an own website with shop and services within www.AD.nl. We have done this by performing a quick scan, an analysis of the market potential and a workshop aimed at uncovering risks and opportunities for product-market combinations.
Result
Partly based on our opinion, AD News Media decided to adapt the concept so it would be more accessible for a wider audience. Too much focus on own specific target group threatened to lead to an unwanted change in the image of AD as a whole. The concept was launched in mid-2007, in both newspaper as on the website.