Building Circulation through Creative Marketing: An Australian Case Example

This article presents a case study in the fields of marketing and business problem solving in general. The formal disciplines of structured creative problem solving were used to solve a substantial problem and simultaneously to identify ways of exploiting the opportunities that lay within it. This case was a team effort involving a select group of Examiner Newspaper Group people in Australia with the author as leader and co‐ordinator, and a Tasmanian company – Tastech Developments. A circulation increase of approximately 20 per cent was in fact achieved.