Nieman Foundation at Harvard
HOME
          
LATEST STORY
Riot or resistance? The way the media frames the unrest in Minneapolis will shape the public’s view of protest
ABOUT                    SUBSCRIBE
June 24, 2014, 10 a.m.
Business Models
LINK: www.youtube.com  ➚   |   Posted by: Joshua Benton   |   June 24, 2014

Watching the United States’ down-and-up-and-down draw against Portugal Sunday night, I was surprised to see an ad for The Times of London:

(That’s actually a U.K. version of the ad — the end-of-ad trial-subscription pitch I saw was for $1 rather than £1, if I recall correctly.)

A World Cup television audience is likely to be more Anglophile and internationalist than, say, the audience of Pretty Little Liars. But I’m unaware of any other instances where a non-American newspaper has bought a television ad aimed at an American audience. (The Guardian would be the only other likely candidate, but they don’t have a paywall to sell as The Times does. And a notional Daily Mail TV ad would just be 30 seconds of screaming, I guess.)

I emailed Katie Vanneck-Smith, chief marketing officer for News UK, and she told me that the ad is part of a broader international trial the newspaper is running. (It had previously run during some other World Cup games, including England’s ignominious performances.)

A British daily winning a Pulitzer Prize; everyone launching new editions in India and Australia; American newspapers chasing growth around the world; a U.K. tabloid gaining huge audiences in America — it’s another noteworthy marker of how much more globalized the English-language news business has become.

Show tags Show comments / Leave a comment
 
Join the 50,000 who get the freshest future-of-journalism news in our daily email.
Riot or resistance? The way the media frames the unrest in Minneapolis will shape the public’s view of protest
Research finds that protests about anti-black racism and indigenous people’s rights receives the least legitimizing coverage.
Unicorn Riot, a nonprofit media collective, is covering the Minneapolis protests live and close up
Unicorn Riot is just five years old, but this week’s unrest isn’t its first time covering protests against a police killing in the Twin Cities.
Twitter adds a new warning to a Trump tweet: “This tweet violated the Twitter Rules about glorifying violence”
It wasn’t the first time Trump has tweeted something vile, but for the first time, Twitter did something about it.