WHAT'S NEXT: INNOVATIONS IN NEWSPAPERS

The Financial Times is not doing very well.

As I said before, FT has to become a compact paper: berliner or tabloid, but compact.

Easy to read.

Easy to handle.

Can you imagine The Economist as a broadsheet?

No.

But not everthing is going wrong — at least they are doing great ads about the British pink financial paper.

(Click on the ads to see them bigger)

Wait until tomorrow and the weekend.

This is going to be the biggest ever free ad campaign for a well-known brand.

A case-study for marketing experts.

It is a national 50-day advertising campaign.

Started today.

El Pais, El Mundo and Expansion published a smaller version of the same ad.

In La Vanguardia, ABC, El Periodico and other newspapers, the ACCIONA ads were bigger.

ACCIONA is a Spanish company investing and doing business in the green energy sector.

The ad today was a celebration of World Environment Day.

Using newsprint!