INNOVATION IN
PRINT MEDIA
25-3-2009

BRANDED CHANNELS?
• Definition: a platform of a brand within the
INHOUD
> Branded
context of an external medium
channels
• Importance to
journalism Brand 1
• Virtuous circle
Brand … Brand 2
Examples:
• www.newssite.nl/vodafone
• www.newssite.nl/shell
Brand 7 Brand 3
newssite.nl
• www.newssite.nl/ing
• etc.
Brand 6 Brand 4
Brand 5
Branded channels on newssite.nl

OUTSIDE-THE-SITE THINKING
• Existing model
INHOUD
– Every brand their own site  traffic generation
> Branded
channels
– Off-line and online media
• Importance to
journalism
• Virtuous circle
• Consumer has evoked set of favorites
– Popular sites, incl. online dailies
– Alternative: search with Google
• Challenge: meet the user within context regularly
visited  includes online dailies

IMPORTANCE
TO
JOURNALISM?

EDITORIAL VERSUS
COMMERCE
newssite.nl
Publishing = content
exploitation Ad 1
• Content attracts users
Headlines ...
Editorial content
• Target group appeals to
advertisers: potential reach
Editorial independence
• But: context related links are External links
Ad 2
allowed (Google AdSense)
Internal versus external links Related items
Ads by
• Editorial = internal Google
(context related)
• Ads = external
Internal links

EDITORIAL AND COMMERCE
Internal links
Newssite.nl Newssite.nl/brand-x
Action banner of merk X
Ad 1
Headlines Branded content Headlines (newssite.nl)
External links
Ad 2
Branded
Sponsored
Related items video
items Ads by
Google
Internal links

LINK AS CONNECTOR
• Communication functions of a branded
INHOUD
> Branded
channel
channels
• Importance to
– Branding: support image
journalism
• Virtuous circle
– Sales: shop-in-shop concept
– Public relations: voice opinion / counter argument
• Brand is responsible for branded channel
• Editorial staff remains independent

VIRTUOUS
CIRCLE

VIRTUOUS CIRCLE
Editorial
content
INHOUD
> Branded
channels
• Importance to
journalism
Context relevant
Quality improvement
• Virtuous circle links
Larger editorial Traffic to
budget branded channel
Internal traffic:
more reach newssite.nl
Additional
revenues
(direct & indirect) Newssite attracts
more advertisers