How newspapers can find the right wavelength

Newspapers need to learn from radio when it comes to shaping online content, says Eamon Fitzpatrick, managing director of Mediabrands Ireland

4th December, 2016
Eamon Fitzpatrick of Mediabrands Ireland: ‘Sometimes creativity can be killed by research’ Picture: Paul Sharp/SHARPPIX

Newspapers need to think like radio when it comes to shaping online content, according to Eamon Fitzpatrick, managing director of Mediabrands Ireland. He should know – he worked for both industries before moving to media buying.

Newspapers need to take on the old radio industry adage of “If you win breakfast, you win the day”, according to Fitzpatrick, and think carefully about their readers and their patterns of behaviour when deciding when to share content...

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