World cup: The Mercury takes on Babel
In Durban, The Mercury’s editor Angela Quintal grabbed the 2010 FIFA World Cup as an opportunity for some creative thinking and innovation at her paper. Quintal decided to use the event to show the market (and her readers) that “as a newspaper The Mercury was not the conservative business read of old and could lead the way in terms of a fresh and different approach.”
She did this quite brilliantly through a series of ‘twinning’ projects in conjunction with newspapers from spanning from Lagos to Seoul. Essentially, Quintal forced her newspaper to embrace the globalised nature of news and media, and then took it one step further, integrating it into the print experience.
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