# High-Tech Newspaper Holders Jung von Matt Used a Digital Gimmick to Launch Neuer Zürcher Zeitung By Jamie Danielle Munro | Published 2014-04-08 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/neuer-zrcher-zeitung References: [creativecriminals](http://creativecriminals.com/nzz/digital-newspaper-holder) & [adverblog](http://www.adverblog.com/2014/04/03/the-digital-newspaper-holder/) In order to launch its digital debut, Neuer Zürcher Zeitung needed something to help convert those stubborn types who prefer a tangible paper to see the advantages of going digital instead. The company used Jung von Matt to create newspaper holders that could transmit digital messages. The [holders were installed in various cafes](https://www.trendhunter.com/trends/lola-mullenlowe), and hidden cameramen were able to catch people's shocked reactions as the holder lit-up with the latest news. The best part was how the holders were more up-to-date than the newspapers, as they were able to transmit RSS feeds in real time. Considering how many seniors are sticking to their tangible morning newspaper, this is a genius campaign to target these consumers, and show them the advantages of going digital. ## Trend Insights (Trend Hunter) - Score: 3.8/10 - Popularity: 38% | Activity: 68% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### What Makes This Trend Stand Out - **Digital Newspaper Conversion:** The use of digital newspaper holders to convert traditional paper readers into digital consumers presents a disruptive innovation opportunity for media companies. - **Real-time RSS Feeds:** The incorporation of real-time RSS feeds in newspaper holders offers a disruptive innovation opportunity for enhancing news delivery and engagement. - **Targeting Senior Consumers:** The use of high-tech newspaper holders to target senior consumers and convince them of the benefits of digital news represents a disruptive innovation opportunity for the media industry. ### Sectors Adopting This - **Media and Publishing:** The integration of digital newspaper holders with real-time RSS feeds creates opportunities for media companies to revolutionize news delivery and engagement. - **Advertising and Marketing:** The use of digital newspaper holders as a marketing campaign presents opportunities for advertising agencies to create unique and interactive experiences for target audiences. - **Technology and Electronics:** The development and implementation of high-tech newspaper holders that can transmit digital messages provides disruptive innovation opportunities for technology and electronics companies. ## Related on Trend Hunter - [Smartphone Seating Campaigns](https://www.trendhunter.com/trends/samsung-galaxy-z-flip-4-promotion.md) - [Food Truck Billboards](https://www.trendhunter.com/trends/food-truck-billboard.md) - [Interactive E-Waste Billboards](https://www.trendhunter.com/trends/cash-for-trash.md) - [Groundbreaking AR Posters](https://www.trendhunter.com/trends/windooh.md) - [Mango-Scented Newspaper Ads](https://www.trendhunter.com/trends/swiggy-instamart.md) - [Analog-Themed Camera Campaigns](https://www.trendhunter.com/trends/analog-life.md) - [Cheeky Electric Vehicles Ads](https://www.trendhunter.com/trends/koda-hijacks-competitors.md) - [Calmly Dimmed Billboard Campaigns](https://www.trendhunter.com/trends/decaf-billboard.md) - [Interactive Traveling Marketing Initiatives](https://www.trendhunter.com/trends/heinz-ketchup-zero.md)