Date

Wed - 13.12.2017


brand

While newspaper circulation in much of the world declines, it continues to grow in India. And the prospect for future growth is excellent, says Ravi Dhariwal, CEO of Bennet, Coleman & Co., the publisher of The Times of India.

Mr Dhariwal delivered the keynote address at WAN-IFRA's Publish Asia 2011, being held in Bangkok from 27 to 29 April.
India's population continues to grow, as does its literacy rate, so future readership is also likely to increase, he says. Advertising growth also has great potential.

For the Times of India, it's all about brand, he says. The 173-year old paper "tries to capture our country on a particular day and the people's aspirations," he says. We don't consider the Prime Minister or the President as the leaders of India, we treat the reader as the CEO."

In a wide-ranging keynote address that presented a case study of the Times' success, Mr Dhariwal pointed to the following elements that characterizes the Times of India brand:

- It doesn't take itself too seriously. "While we do a lot of serious stuff, we don't take ourselves too seriously at all," he says. "We try a lot of different things and have fun. It generates a tremendous response."
- It has an optimistic outlook.
- It celebrates success.
- In believes in diversity.
- It provides shorter stories.
- It is affordable.
- It establishes connections. "We believe a lot of people have things to say - they're not writers, they're not editors. But we invite guest editors to have free rein to make the newspaper they like."

Author

Anton Jolkovski

Date

2011-04-28 17:23

Sixty percent of consumers follow a brand via social media, like Facebook or Twitter, a new study by Empathica Consumer Insights research has found.

Forty percent of the 15,000 Americans and Canadians surveyed said they follow brands in order to search for promotions or coupons, while 30 percent said they do so to obtain additional information. There is growing adoption of social media at companies around the globe, but opportunities to further build relationships with customers via these outlets is also increasing, said Gary Edwards, Empathica's EVP of Client services.

Image: Ajaxcrawler.com

Social media is also one form of the modern-day word-of-mouth, with one in three saying they followed through with a friend's recommendation received through a social media site, the study found.

Social media is the shiny new tool in the social commerce toolbox, which has been around for a long time, Jordan Corredera, director and general manager of Carnival Online, at Carnival Cruise Lines, told Forbes.

Author

Leah McBride Mensching

Date

2010-12-09 22:20

Aiming to attract more advertisers from around the world, The New York Times has unveiled a new trade brand identity for its global sales team, called The New York Times Global, MarketingWeek.co.uk reported today.

Through this rebranding initiative, The Times' global sales team aims to target advertisers from Europe, Asia, the Middle East and Africa with multi-platform media solutions from the International Herald Tribune and the newspaper group.

"By rebranding our offering as The New York Times Global we aim to send a strong message that we can help our clients reach some of the most sought after audiences in the world, wherever they are in the world," Jean Christophe Demarta, vice president of international advertising at The New York Times Global, told MarketingWeek.

Author

Savita Sauvin

Date

2010-09-09 21:17

Metro International will not work with a creative agency on its first global branding campaign and has instead hired a brand team led by Mattias Frodlund, a freelancer previously working for Leo Burnett, Media & Marketing reported last week.

In a press release, Metro International CEO Per Mikael Jensen said the company's previous goal was to "establish Metro as the world's largest global newspaper." The next step"is building Metro into one global premium brand, admired and respected by readers as well as advertisers," global marketing director Christian Quarles added.

Frodlund will help to develop brand concepts and communication strategies to position the brand globally, Newspaper Innovation noted.

"This year is 'the year of the product', and big investments are made in Metro World News, the central news desk in London, to supply unique high-quality content to all Metro newspapers," Jensen said, according to Newspaper Innovation.

The global branding campaign will be targeted towards readers, advertisers, employees and shareholders. The campaign will be launched on multiple media channels in 19 countries from the beginning of 2011.

Author

Savita Sauvin

Date

2010-08-30 22:18

The Washington Post and Bloomberg have launched a co-branded business page, eight months after announcing the site was in the works, paidContent reported yesterday.

Content is from both outlets and wire services, such as The Associated Press, and the site is now The Post's business page. Articles written by Washington Post staffers gives their names on the main page, while Bloomberg articles show only "Bloomberg," as the content creator, not the individual reporter. The Bloomberg reporter's name is given after the user clicks on the headline.

The new page "combines The Post's in-depth expertise on economic policy with Bloomberg's leadership in business news and information to provide the essential online source for business and policy," a notice posted on the new site told readers yesterday.

For more on this story, visit our sister publication, editorsweblog.org.

Author

Leah McBride Mensching

Date

2010-07-15 19:14

When it comes to getting a brand message to the public, growing digital spaces, like social media, are exciting new channels, and using them correctly is important - "correctly" being the key word, a new campaign by Sweden's Dagens Industri points out.

The newspaper, Scandinavia's largest business daily, has created a "cautionary tale" of what can happen when a media outlet works too hard to deliver brand messages on just one platform, the Newspaper Marketing Agency Ltd. reported. Dagens Industri's video, posted on YouTube, is an entertaining take on how to keep it all in perspective.

To watch the video on the Dagens Industri site, click here.
To watch it on YouTube, click here.

Author

Leah McBride Mensching

Date

2010-05-25 19:43

UK daily The Sun has launched a new print and outdoor advertising campaign touting its columnists and its lower cover price in the south east region, MarketingWeek reported yesterday.

The campaign was designed to promote the News International tabloid's lower cover price of 20 pence, down from 30 pence, as well as to capture the different writing styles of its columnists, according to MarketingWeek. Each ad features an iconic portrait photograph of a columnist along with a short tagline that reflects that writer's unique style.

The promotional pricing offered by The Sun puts pressure on its rivals, The Daily Mirror, priced at 45p and The Daily Star at 20p, according to MediaWeek. While circulation revenues are declining overall for the UK newspaper industry, the News International tile aims to increase its readership by offering promotional pricing in different regions. The latest slash in cover price will be seen in the Central TV region encompassing Birmingham and Oxford, with the title priced at 20p from 30p.

However, the time span for this aggressive promotional pricing strategy remains indefinite.

The daily has seen a fall in circulation, thrice over the past 4 months below the 3million mark, and the recent ABC audit for February indicates a circulation decline by 3.6 percent to 2,972,763, MediaWeek reported.

Author

Savita Sauvin

Date

2010-03-24 21:12

USA Today launched a new trade ad campaign with the theme "What America Wants" yesterday to highlights its connection with readers, BtoBonline reported.

The new multimedia trade campaign targets advertisers and media buyers by emphasising the continued leadership of Gannett Co.'s flagship newspaper in establishing a connection with readers, and aims to position USA Today as "The Nation's Newspaper" by creating value for its advertisers, according to its press release. The "What America Wants" campaign focuses on the newspapers' "balanced and unpretentious reporting" on issues important to Americans, Editor & Publisher reported.

"While other media brands like to claim that they are telling their readers what they think they should know, USA Today prides itself on writing about what our readers actually want to know," David L. Hunke, president and publisher of USA Today, told E&P.

Author

Savita Sauvin

Date

2010-03-23 23:23

Newspapers today are multimedia brands that have positioned themselves strategically in the digital landscape, where news is currency and newspapers have a lot of it, according to new research from industry marketing body The Newspaper Works.

"Newspapers have become stronger and more relevant in the digital age with newspaper Web sites complementing print editions and enhancing the relationship between newspaper brands and their readers," the report states. Newspapers Today Part 2 is a follow-up to a previous report, released in 2007 by the industry body for Australian newspaper publishers.

Top findings include:

- Newspapers and their Web sites lead other mainstream media as being most "absorbing, dynamic and reputable

- 85 percent of people seek out news and entertainment content.

- 78 percent of people surveyed said newspaper Web sites give up-to-date coverage, while 60 percent said print newspapers "expanded their knowledge."

- Print is favoured for topics including time and money investments, such as real estate or autos, while Web sites give immediate updates in areas "where currency of information is important."

- Newspaper brands "share all the attributes of great traditional brands" like Nike, Apple, McDonald's and Cadbury.

Author

Leah McBride Mensching

Date

2010-02-16 00:49

The Wall Street Journal today launched a new multimedia brand advertising campaign titled 'Live in the know.' The cross-platform campaign will be featured in print, online, broadcast and cable television networks, aiming to show how the WSJ goes beyond headlines and sound bites to give deeper understanding and perspectives behind news and events, Globe Newswire reported.

"As the top-selling newspaper in the U.S., the Wall Street Journal is unequalled in its reach to affluent and educated readers," said Jim Richardson, vice president of brand marketing for the WSJ, in a press release. "This campaign highlights the breadth and deeper understanding readers get every day, only from reading the Journal. We want to invite new readers to discover the diverse coverage The Wall Street Journal delivers, from business news, world news and politics, to more personal topics such as wellness, personal finance and leisure pursuits."

The current economic climate is challenging, and the campaign is meant to show how the WSJ empowers people, Gordon Bowen, chief creative officer at New York agency Mcgarrybowen, which created the campaign, told AdWeek.

Author

Savita Sauvin

Date

2010-01-18 22:50

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