English version of presentation to Commission Brinkman on 25 March 2009 in Amsterdam, who currently investigates the possibilities of innovation in print media in the Netherlands.

1. INNOVATION IN
PRINT MEDIA
25-3-2009

2. 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

3. 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

4. IMPORTANCE
TO
JOURNALISM?

5. 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

6. 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

7. 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

8. VIRTUOUS
CIRCLE

9. 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