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Brand Equity Online


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Brand Equity Online

  1. 1. 1<br />Brand Equity in a Fragmented Media Landscape<br />Goli Sheikholeslami April 29, 2010<br />
  2. 2. What is Brand Equity?<br />Added value for consumers of news from<br />…versus news from any other source<br />2<br />
  3. 3. Background: Consumers’ choice for media channels have mushroomed….<br />Growth of cable television and the Internet has fragmented traditional media<br />92% of Americans use multiple platforms to get news on a typical day<br />Only 7% typically get their daily news from a single media platform3<br />The Internet has become a mainstream medium<br />Projections indicate there will be more than 220 million internet users in the United States by the end of this year1<br />67 million US adults accessed the internet via a mobile browser last December<br />This December, 84 million are expected to do so2 <br />1eMarketer, February 2010 2eMarketer, November 2009 3Pew Research Study; Understanding the Participatory News Consumer; 2010<br />
  4. 4. The “Old” World Order for The Washington Post<br />4<br />Market: The Washington DMA<br />Platform: The Washington Post newspaper<br />The Washington Post’s world-class journalism and connecting of the community was our “added value” for consumers.<br />Few news competitors:<br /><ul><li>Four television networks
  5. 5. Local-interest magazines
  6. 6. Niche local newspapers
  7. 7. Radio stations</li></li></ul><li>The “New” World Order: Consistent mission, more access points<br />5<br />
  8. 8. The “New” World Order: More Consumer Choice in Media Vehicles<br />6<br />Market: The world<br />Platform: ALL!!<br />
  9. 9. Act Early<br />7<br />What Have We Done to Stay Competitive?<br />2. Take Advantage of New Storytelling Tools<br />3. Utilize New Methods of Audience Acquisition<br />4. Take our Content Directly to Audiences: Where They Want It, When They Want It<br />
  10. 10. Act Early: Protect Stakeholders<br />8<br />Advertisers<br />Readers<br />Community<br />Journalists<br />
  11. 11. Our 1995 Home Page<br />9<br />
  12. 12. 1999<br />10<br />
  13. 13. 2005<br />11<br />
  14. 14. 2010<br />12<br />
  15. 15. New Storytelling Tools<br />13<br />
  16. 16. New Storytelling Tools<br />14<br />
  17. 17. New Storytelling Tools<br />15<br />
  18. 18. Acquiring New Audiences: Three Sources of Traffic<br />16<br />Partnerships<br />(Website Referral)<br />Natural Search<br />(SEO Optimization)<br />The Loyalists<br />(Typed/Bookmarked)<br />
  19. 19. New Methods to Acquire Audience<br />Network News: Easily share content with your Facebook friends<br />17<br />
  20. 20. Bringing Our Content to Users: Where they want it, when they want it<br />18<br />
  21. 21. Our New Platforms<br />19<br /><ul><li>More than one million mobile users point their devices to Washington Post Digital each month</li></li></ul><li>Lessons Learned<br />Recognizing the need for continuous innovation<br />20<br /><ul><li>Embracing the opportunity rather than the threat
  22. 22. Understanding that the job only begins with publication
  23. 23. In other words, recognizing that we still had to do everything we did before WHILE doing all the new stuff</li></ul>User Engagement<br />Content<br />Multi-format Publishing<br />
  24. 24. 21<br />Questions?<br />