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:
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