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Five tips for writing great technology case studies

Great technology case studies tell a story. They start with a problem and move swiftly to a satisfactory conclusion. The best case studies in newspapers are readable, credible and informative. If you want your marketing case studies to have the same impact, follow my guide: Keep it tight, relevant Nobody reads long case studies. If […]

No copyright in newspaper headlines

Australia’s federal court decided copyright doesn’t apply to newspaper headlines. The decision strikes a blow against publishers wanting to hide content from non-paying online readers behind paywalls. It came in a copyright claim made by Fairfax Media over headlines in its flagship business newspaper, The Australian Financial Review (AFR).  Disclosure: I spent seven years working […]

How a newspaper paywall succeeds

It is early days for the newspaper paywall. The experience so far says successful paywalls have four things in common. Paywalls work for business newspapers like The National Business Review (NBR), The Australian Financial Review and The Financial Times. Commentators often say paywalls and subscriptions work for niche titles providing specialist coverage and editorial quality. […]