Branded Channels Innovation In Print Media

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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.

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  • thanq its very nice as well as useful to me in thinking about advancement comes together with think of in which.... really nice work.... tanq for this.....
    Sharika
    http://winkhealth.com http://financewink.com
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Branded Channels Innovation In Print Media

  1. 1. INNOVATION IN PRINT MEDIA 25-3-2009
  2. 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. 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. 4. IMPORTANCE TO JOURNALISM?
  5. 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. 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. 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. 8. VIRTUOUS CIRCLE
  9. 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

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