# World-Changing Newspaper Ads The Cape Argus Ad Campaign Shows How the Story Changes Within Hours By Jonathon Brown | Published 2013-02-01 | World Source: Trend Hunter, https://www.trendhunter.com/trends/cape-argus References: [ibelieveinadv](http://www.ibelieveinadv.com/2012/12/cape-argus-royal-wedding-kim-jong-julius/) & [iol.co.za](http://www.iol.co.za/capeargus) This ad campaign from Cape Argus demonstrated the changing nature of news stories. Cape Argus is a South African newspaper that’s been around since 1857. Its daily readership as of 2009 was 359, 000, with a circulation of 60, 552. The angle of this Cape Argus ad campaign is to demonstrate how news can change within just a few hours of a story breaking. To achieve this, the company simply created [split-screen photos](https://www.trendhunter.com/trends/the-outside-book) that conveyed a changing story in two simple photos. The most obvious example of this is a split-screen ad featuring Kim Jong Il on the left and his song Kim Jong-un on the right. This ad is alluding to the change in power in China after Kim Jong Il’s recent death. ## Trend Insights (Trend Hunter) - Score: 2.5/10 - Popularity: 21% | Activity: 45% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [World](https://www.trendhunter.com/world) > [Regional](https://www.trendhunter.com/regional) ## Key Themes ### What's Driving This Trend - **Real-time News Updates:** Creating split-screen photos to depict the changing nature of news stories within hours presents an opportunity for real-time news updates. - **Visual Storytelling:** Using split-screen photos in ad campaigns can revolutionize visual storytelling by capturing the essence of a changing narrative in a simple and impactful way. - **Adaptive Messaging:** Demonstrating how news stories can change rapidly opens up possibilities for adaptive messaging in advertising, tailored to the current events and public interest. ### Who This Affects Most - **Newspaper Publishing:** Newspaper publishers can leverage the idea of real-time news updates to attract a larger audience by providing timely and accurate information. - **Marketing and Advertising:** The concept of visual storytelling through split-screen photos can disrupt the marketing and advertising industry, allowing brands to convey a dynamic message in a visually captivating manner. - **Digital Media Platforms:** Digital media platforms can explore adaptive messaging techniques to deliver personalized news and content to users, based on their real-time interests and preferences. ## Related on Trend Hunter - [History-Centric Advertisements](https://www.trendhunter.com/trends/royal-ontario-museum.md) - [Creative Auto Campaigns](https://www.trendhunter.com/trends/electric-capri.md) - [Ad Inspiration Archives](https://www.trendhunter.com/trends/nobody-reads-ads.md) - [Local Journalism Campaigns](https://www.trendhunter.com/trends/here-for-it.md) - [Innovative Outdoor Advertising Campaigns](https://www.trendhunter.com/trends/outdoor-advertising-campaign.md) - [Celebratory 3D Illusion Billboards](https://www.trendhunter.com/trends/adidas-dubai.md) - [Playful Creative Design Billboards](https://www.trendhunter.com/trends/3d-billboards.md) - [Creative Ad Responses](https://www.trendhunter.com/trends/kiehls-response.md) - [High-Concept Brand Campaigns](https://www.trendhunter.com/trends/legitimate-you.md)