We decided to tackle the public at the most relevant moment – while they are actually reading their newspapers. We made classic newspaper holders out of wood and fitted them with LED boards. The boards were programmed so that they could receive RSS-feeds through an infrared transmitter. Software was written, which sent the breaking news from the server directly to the receiver in the holder. Located in cafés, bars and restaurants, our digital newspaper holders surprised the target audience with news that was more up to date than the printed newspaper.

From August to October 2013, the Neue Zürcher Zeitung recorded a 22.7% increase in its digital readership.