World Newspaper Congress 11: Session Branding, Phillip Crawley

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World Newspaper Congress 11: Session Branding, Phillip Crawley

  1. 1. 63rd WORLD NEWSPAPER CONGRESS Session: Branding Speaker: PhillipCrawley Mark your calendar64th WORLD NEWSPAPER CONGRESS19th WORLD EDITORS FORUM Vienna, Reed Messe Wien www.wan-ifra.org/kiev2012
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  3. 3. Who we areFounded in 1844Canada’s national newspaper 300,000 weekday circulation 400,000 Saturdays 4 million cross platform reach 3.6M monthly website visitors85% owned by Canada’srichest family, the Thomsons10 foreign bureaux380 journalists 2 2
  4. 4. Brand value Our owners didn’t buy us for the money we make They bought us for our BRAND 70% of enterprise value3 3
  5. 5. OwnershipOwners who understandbrand are rare in NorthAmerican mediaIn last 10 years, manyexamples of brand valuedestruction through badstewardship 4
  6. 6. Visionary ownersThe Thomsons are long-termthinkers, e.g.The Globe signed 18-yeardeal with Transcontinental ofMontreal to buy 4 KBA hybridpresses worth $200MSo we are committed to printuntil 2028 5
  7. 7. Visionary ownersThat decision – taken duringthe recession of 2008/9 –was the basis for GlobeRedesign of October 1, 2010 6
  8. 8. Redesign 2010: Key Objectives• Reinvigorate and re-launch our market-leading newspaper• Demonstrate faith in print at core of multi-platform portfolio• Leverage new press capabilities• Implement new content strategy and innovative design format• Launch new Life and Style sections• Attract new, non-traditional advertisers• Deploy new brand marketing campaign 7
  9. 9. Pre-Redesign 8
  10. 10. The new Weekday Globe: October 1, 2010 9 9
  11. 11. The new Weekend Globe: October 1, 2010 1010
  12. 12. 1111
  13. 13. 1212
  14. 14. The ResultsBig gains in print and online readershipin key demographic groups;• Total print/online weekly readership up 10% to 2,284,000• Women up 11% to 1,026,000• Ages 18-49 up 16% to 1,366,000Circulation up 2.5%Print advertising revenue up 6%Digital advertising revenue up 23% 13
  15. 15. Results (cont’d)Industry Recognition – PRINTThe Globe and Mail was the winner of thesekey awards in 2011:Society of News Design – Best NewspaperRedesign and 5 other design awards5 National Newspaper Awards3 Gold, 6 Silver National Magazine Awards 14
  16. 16. Results (cont’d)Industry Recognition – DIGITALSociety of News Design – WorldsBest Designed Website 2011Online News Association – GeneralExcellence in Digital Journalism 2011Editor & Publisher – Best NewspaperWebsite 2010Canadian Online Publishing – BestNews Coverage 2010Emmy Awards 2009 and 2010 15
  17. 17. Key Lessons1. Invest in PRODUCTS• New print capabilities• New newspaper design, premium stock• New website design and tools• New products, e.g. Style, apps, videoAnd market them to build brand2. Invest in PEOPLE• Hiring talent, training, engagement3. Invest in INFRASTRUCTURE• Systems• New building 16
  18. 18. Key Lessons (cont’d)And above all…4. Invest in CONTENT• Strengthen core pillars• Deliver across platforms• Build connections with audience• Political and social influence 17
  19. 19. Engaging ourAudience &Promoting our BrandCanada: Our TimeTo Lead8-week serieson big issuesPrint, digital, videoCommunity, events 1818
  20. 20. 1919
  21. 21. Not just journalism …Reader Events 2010Events held in Ottawa,Montreal and Vancouver tocelebrate the redesign bydiscussing three of the “Big 8”Our Time to Lead issues Above: The Globe’s Jessica Leeder joins a panel of experts to discuss the rise of global food production. 20
  22. 22. VIDEO: Our Time To Lead 21
  23. 23. Our Time To Lead3.5 million online andmobile page views25,000+ commentsgenerated on Globe’s site79,000+ Facebookcomments 2222
  24. 24. Reader events - 2011 • Intimate conversation with Bono and K’naan about famine in Somalia • More than 150 VIP attendees, incl. Canada’s top corporate players, humanitarian leaders, and art and music talents • Held during Toronto International Film FestivalAbove: The Globe’s John Stackhousejoins Bono and K’naan 23
  25. 25. Thank you 24

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