Do media and FMCG brands really differ? Nataša Arapović, EPH Andraž Zorko, Valicon VALICON © 2007 | www.valicon. net 24.10. 2007

It is not the destiny of paper we should be worrying about Paperless office is as possible as paperless bathrom.

Paperless office is as possible as paperless bathrom.

The rise of print media brands - Combining different platforms under the same brand Free print version (yesterday news) On-line version (today news) Video- stream news via SMS UGC via SMS / WWW

The (r)evolution of print media consumer Reader Pasive User Participant G enerating C ontent Journalist Publisher Producer Advertiser

From a Product to the Brand

The logic beneath LIFE READER BRAND

Human needs or what do we need to be happy ? FUN FREEDOM POWER LOVE

Territory claim for Newspaper X FUN FREEDOM POWER LOVE

The strongest brand Brand is strong if it has strong unique position in creators mind. Brand is strong if it has clear message. Brand is strong if it is relevant and ownable. Brand is strong if it conquers a unique place in consumer (reader) mind.

Brand is strong if it has strong unique position in creators mind.

Brand is strong if it has clear message.

Brand is strong if it is relevant and ownable.

Brand is strong if it conquers a unique place in consumer (reader) mind.

You got to know WHO you are, not only WHAT you are: The case of newspaper X STEP 1 Qualitative insight - Focus Groups with Internal groups Readers Non-readers Brand Identity Prism Quantification

STEP 1

Qualitative insight -

Focus Groups with

Internal groups

Readers

Non-readers

Comparing the perception of the brand among four relevant groups

Identifying the elements of brand perception with the highest deviations

Imagine... Newspaper A (red) – Best choice for b uilding perception. Newspaper B (blue) – Best match in the target group.

Implications for readership research AIR period “ Recent Reading issues” Section Readership Specific Issue Readership PEX Engagement Editorial environment Print ad effectiveness Reader’s involvement RBS The quest for the new Holy Currency Brand Centric Planning

Inclusion of brand studies in readership research is inevitable Print as such might not survive – But print BRANDS will! Developing the brand strength building the loyalty among readers preserving the reach Using the brand strength introducing the Brand Centric Planning building the image among advertisers preserving or even rising the interest for print media

Print as such might not survive – But print BRANDS will!

Developing the brand strength

building the loyalty among readers

preserving the reach

Using the brand strength

introducing the Brand Centric Planning

building the image among advertisers

preserving or even rising the interest for print media

BRAND IS YOUR WEAPON. USE IT!

[email_address] [email_address] Thank you! VALICON Zagreb Petra Grgeca 9 10000 Zagreb T: +385 1 633 15 00 F: +385 1 631 40 33 [email_address] VALICON Sarajevo Pruš ć akova 2 71000 Sarajevo T: +387 33 688 975 F: +387 33 668 975 [email_address] VALICON Ljubljana Kopitarjeva 2 1000 Ljubljana T: +386 1 420 49 00 F: +386 1 420 49 60 info@valicon.net