We used a stencil that we placed on top of newspapers inserted into newspaper holders found in cafés. To reduce the content of the day’s leading article to a concise headline – short and different, exactly like the Welt Kompakt itself. The stencil’s cut-outs were arranged in order to expose only selected words of the original article below and summing it up in a few essential words.

Because the promotion only started in early 2011, verifiable results can be expected in the second half of the year.