An updated holder gently coaxes older readers into the online world of news.

When Jung von Matt/Limmat acquired Swiss German-language newspaper Neue Zürcher Zeitung as a client, the creative agency had its work cut out for it. The paper is known for its publication history going back to 1780, its distinctive look, which like The New Yorker has scarcely changed since its inception, and its declining readership, thanks to the majority of its fans being older than 50. Now the paper is looking to get some attention for its online edition, and the agency decided the best method was to put a fresh spin on the newspaper holder, a popular accessory among traditional readers in Switzerland.

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