]Campaign details

Brand: Irish Times
Agency: PHD Ireland and Owens DDB

Introduction and Background

'The first guy through the wall, he always gets bloody.' - John W. Henry

Founded in 1859, The Irish Times is one of Ireland's most prominent news publishers and is generally perceived as a liberal voice in Irish society[1]. The newspaper is unique in that it is a Trust, which means that it has no beneficial shareholders and it cannot pay dividends. Importantly, any profits made by The Irish Times must be used to strengthen the organisation either directly or indirectly.

By 2015, The Irish Times faced the same stark challenges as their competitors as news publishing revenue had seen a dramatic decline and total readership had seen a similar downward trend (Fig 1.)

The news publisher category was treading water and many media commentators were keen to exclaim that "Print was Dead". Senior management within The Irish Times recognised that action was needed and concluded that the introduction of a digital subscription service was required to build a new direct to consumer source of revenue.