Brand Equity Online
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Brand Equity Online Brand Equity Online Presentation Transcript

  • 1
    Brand Equity in a Fragmented Media Landscape
    Goli Sheikholeslami April 29, 2010
  • What is Brand Equity?
    Added value for consumers of news from
    …versus news from any other source
    2
  • Background: Consumers’ choice for media channels have mushroomed….
    Growth of cable television and the Internet has fragmented traditional media
    92% of Americans use multiple platforms to get news on a typical day
    Only 7% typically get their daily news from a single media platform3
    The Internet has become a mainstream medium
    Projections indicate there will be more than 220 million internet users in the United States by the end of this year1
    67 million US adults accessed the internet via a mobile browser last December
    This December, 84 million are expected to do so2
    1eMarketer, February 2010 2eMarketer, November 2009 3Pew Research Study; Understanding the Participatory News Consumer; 2010
  • The “Old” World Order for The Washington Post
    4
    Market: The Washington DMA
    Platform: The Washington Post newspaper
    The Washington Post’s world-class journalism and connecting of the community was our “added value” for consumers.
    Few news competitors:
    • Four television networks
    • Local-interest magazines
    • Niche local newspapers
    • Radio stations
  • The “New” World Order: Consistent mission, more access points
    5
  • The “New” World Order: More Consumer Choice in Media Vehicles
    6
    Market: The world
    Platform: ALL!!
  • Act Early
    7
    What Have We Done to Stay Competitive?
    2. Take Advantage of New Storytelling Tools
    3. Utilize New Methods of Audience Acquisition
    4. Take our Content Directly to Audiences: Where They Want It, When They Want It
  • Act Early: Protect Stakeholders
    8
    Advertisers
    Readers
    Community
    Journalists
  • Our 1995 Home Page
    9
  • 1999
    10
  • 2005
    11
  • 2010
    12
  • New Storytelling Tools
    13
  • New Storytelling Tools
    14
  • New Storytelling Tools
    15
  • Acquiring New Audiences: Three Sources of Traffic
    16
    Partnerships
    (Website Referral)
    Natural Search
    (SEO Optimization)
    The Loyalists
    (Typed/Bookmarked)
  • New Methods to Acquire Audience
    Network News: Easily share wp.com content with your Facebook friends
    17
  • Bringing Our Content to Users: Where they want it, when they want it
    18
  • Our New Platforms
    19
    • More than one million mobile users point their devices to Washington Post Digital each month
  • Lessons Learned
    Recognizing the need for continuous innovation
    20
    • Embracing the opportunity rather than the threat
    • Understanding that the job only begins with publication
    • In other words, recognizing that we still had to do everything we did before WHILE doing all the new stuff
    User Engagement
    Content
    Multi-format Publishing
  • 21
    Questions?