The Irish Times. You Are What You Read

Agencies: Owens DDB and PHD

Introduction & Background

Our advertising effectiveness journey begins in 2014, when The Irish Times conducted a competitive pitch for a new advertising agency. The intention was to respond to the declining newspaper market. The newspaper market had seen significant demise since the recession hit in 2008.

By 2014, Ireland's newspaper market is declining at rate of -6%, mirroring the same decline as the overall global newspaper market (measured in developed countries).

Newspaper sales in Ireland have been in retreat since 2007. In the second half of 2007, an average of 816,031 daily newspapers were sold each day; by the second half of 2015, that number stood at 478,115.

It's worth noting at this stage that newspaper sales and readership are measured biannually. Sales (ABC figures) and readership (JNRS figures) are measured in daily titles and Sunday titles. The Irish Times is a daily title and this case study reflects this.