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• Update Update − Readership activity in the last yearReadership activity in the last year
• Report on brand project that is Report on brand project that is heavily based on contentheavily based on content− New initiatives for light readers, 20-45 New initiatives for light readers, 20-45
• Newspapers can have a strong brandNewspapers can have a strong brand– New York TimesNew York Times & & Wall Street JournalWall Street Journal
• Out of 100 papers, RI found 6 local dailies Out of 100 papers, RI found 6 local dailies that had a modestly distinctive brandthat had a modestly distinctive brand– Most leaders admit brand receives little Most leaders admit brand receives little
attentionattention– It’s difficult to make it actionableIt’s difficult to make it actionable
• Brand grows readershipBrand grows readership– This is an enormous opportunityThis is an enormous opportunity
• RI explored it with two goalsRI explored it with two goals– Start with the special set of consumersStart with the special set of consumers
• Others dealt with brand for all readersOthers dealt with brand for all readers
• We took on the more difficult task of how to use We took on the more difficult task of how to use brand to grow readership for a consumer brand to grow readership for a consumer segmentsegment
– Make the results actionableMake the results actionable
"Well, you’re inundated with news "Well, you’re inundated with news on a constant basis. News updates on a constant basis. News updates on T.V.. You see it in the paper. on T.V.. You see it in the paper. You’re standing in the aisles at You’re standing in the aisles at grocery stores and you read it. grocery stores and you read it. You're plagued by the news and You're plagued by the news and there’s just a point I don’t want to there’s just a point I don’t want to know anymore." know anymore."
• Think how different Think how different your paper would have to be your paper would have to be if you felt that way about itif you felt that way about it
Process to Find Process to Find RelevanceRelevance
• On the West Coast, light readers talked On the West Coast, light readers talked about the relevance of the newspaper about the relevance of the newspaper for their livesfor their lives
• RI synthesized findings into 20+ RI synthesized findings into 20+ possible brand ideas to change their possible brand ideas to change their newspaper experiencenewspaper experience
• Tested the ideas in Midwest & EastTested the ideas in Midwest & East
Process to Find Process to Find RelevanceRelevance
• RI developed four brand concepts from RI developed four brand concepts from those teststhose tests– Created and tested prototypes of the Created and tested prototypes of the
conceptsconcepts
• Going forward Going forward – Turn the concepts into content that will Turn the concepts into content that will
work in the local marketwork in the local market
– Make marketing and promotion plans Make marketing and promotion plans
Four Concepts for Four Concepts for Light ReadersLight Readers
• These four concepts are just the These four concepts are just the beginningbeginning– From your younger, light readers you From your younger, light readers you
can find other big ideascan find other big ideas
• These might look like what you’ve These might look like what you’ve seen or already do, but suspend seen or already do, but suspend judgment:judgment:– Four concepts have the potential to Four concepts have the potential to
change your light reader’s experience change your light reader’s experience with your newspaperwith your newspaper
UpdateUpdate Appeals to Appeals to Broadest Range of Light Broadest Range of Light
ReadersReaders• UpdateUpdate tailors the newspaper to me tailors the newspaper to me
– I already know the basics of the newsI already know the basics of the news
– I use I use UpdateUpdate to track the news I care to track the news I care aboutabout
– I use it to manage the newsI use it to manage the news
– I use I use UpdateUpdate to dig deeper into stories I to dig deeper into stories I care about and skip the ones I don’tcare about and skip the ones I don’t
• UpdateUpdate is not an index like in USA is not an index like in USA Today, the New York Times or the Today, the New York Times or the Wall Street JournalWall Street Journal
• The The UpdateUpdate brand concept makes brand concept makes using the paper a new experience for using the paper a new experience for meme
• UpdateUpdate lets me make it my newspaper lets me make it my newspaper
Talking PointsTalking Points’ Impact’ Impact• Talking PointsTalking Points are stories that: are stories that:
– Arouse my curiosity Arouse my curiosity
– Make me see the larger question behind Make me see the larger question behind the storythe story• Realize that it’s not one side or the otherRealize that it’s not one side or the other
– Make me think or wonderMake me think or wonder
• I want to think about them and discuss I want to think about them and discuss or debate them with friendsor debate them with friends
Response to Response to GuideGuide"I like this a lot. You know what? I "I like this a lot. You know what? I would probably read this first. This would probably read this first. This generates more interest here. It generates more interest here. It generates interest for the articles. You generates interest for the articles. You may not even have a chance to may not even have a chance to research some of this stuff, but it research some of this stuff, but it shows you that the information is out shows you that the information is out there, you may think to yourself, well there, you may think to yourself, well I'm not going to snow job. I have the I'm not going to snow job. I have the opportunity to go and look for myself."opportunity to go and look for myself."
GuideGuide Brand Concept Brand Concept • My newspaper summarizes what I My newspaper summarizes what I
need to knowneed to know
• It points me to other media if I want It points me to other media if I want moremore– I already use those media; I already use those media; GuideGuide
helps in that endeavorhelps in that endeavor
– It adds to the stories in the newspaperIt adds to the stories in the newspaper
• It sends me to other places where I It sends me to other places where I can add to the story or experience itcan add to the story or experience it
Brand Concepts are Brand Concepts are DifferentDifferent
• Brand concepts like these are Brand concepts like these are fundamentally different because they:fundamentally different because they:– Have a sharp focus on distinct audience Have a sharp focus on distinct audience
– Are done prominently and consistentlyAre done prominently and consistently• Every day, front-to-backEvery day, front-to-back
• In the morning, in the Treasury room we In the morning, in the Treasury room we will share new findings about:will share new findings about:– Making readers more satisfied with storiesMaking readers more satisfied with stories
– Promoting your content more effectivelyPromoting your content more effectively
• Answer your questions from todayAnswer your questions from today
Creating Brand to Creating Brand to Grow ReadershipGrow Readership
All RI research materials & slides All RI research materials & slides from today’s presentations are from today’s presentations are available at:available at: