This document summarizes the agenda and presentations for a branding and line extension seminar. It includes: 1. Presentations on how newspapers like The Gazette have used branding and line extensions to expand their print and web products. 2. Discussions of both traditional and unconventional branding approaches, and how branding can help newspapers navigate changes in media consumption. 3. Breakout sessions on using branding and extensions to increase recognition, reach, and revenue through diversification and added value.

1. INMA Branding & Line Extension Seminar
Wien, Österreich
October 1st, 2008

2. Rules for today
1. We are a small group, who is who?
2. We are a small group, please participate
Tell us if you disagree, have a tough question…
3. Please introduce yourself before a question
4. One Special Gift (per presentation) for the best
question will be awarded by the Speaker(s)
5. Can we have fun and make it a great experience?

3. Branding
A Brand should be everything it stands for
Branding changes in time
Donʼt over-rationalize your product and ignore its soul
Letʼs not over strategize
Branding is like people
Look, personnality, attitude, values

4. Branding Research
Done in Montreal between August 25 and Sept. 5
50 participants: Gender mix: 50-50
Written questionnaire
Question:
Next Fall, the citizens of the city of Inma, Austria will
vote for a new mayor. We would like you to evaluate
each candidate solely based on their photos. Please
score each candidate on different attributes and indicate
who youʼd vote for.

5. Branding Attributes - Benchmark
Smart / Helpful / Open minded / Credible / Fun / Innovative

6. Branding Attributes – Candidate #1
Scores from 1 to 10
(10 is the highest score possible)
Smart: 7.1
Helpful: 6.8
Open minded: 6.8
Credible: 6.9
Fun: 6.9
Innovative: 6.8
Average score: 6.9

7. Branding Attributes – Candidate #2
Scores from 1 to 10
(10 is the highest score possible)
Smart: 5.9
Helpful: 5.2
Open minded: 6.3
Credible: 4.9
Fun: 7.6
No 1
Innovative: 6.4
Average score: 6.1

8. Branding Attributes – Candidate #3
Scores from 1 to 10
(10 is the highest score possible)
Smart: 6.4
Helpful: 5.9
Open minded: 5.6
Credible: 5.8
Fun: 5.4
Innovative: 5.6
Average score: 5.8

9. Branding Attributes – Candidate #4
Scores from 1 to 10
(10 is the highest score possible)
Smart: 7.6
Helpful: 7.1
Open minded: 5.9
Credible: 7.2
No 1
Fun: 5.1
Innovative: 6.0
Average score: 6.5

10. Branding Attributes – Candidate #5
Scores from 1 to 10
(10 is the highest score possible)
Smart: 6.8
Helpful: 6.2
Open minded: 7.1
Credible: 6.5
No 1
Fun: 6.9
Innovative: 7.1
Average score: 6.8

11. Branding Attributes – Candidate #6
Scores from 1 to 10
(10 is the highest score possible)
Smart: 6.7
Helpful: 6.7
Open minded: 7.0
Credible: 6.5
Fun: 6.9
Innovative: 7.1
Average score: 6.9

12. Voting Results
Elected
Score: 6.9
Score: 6.1+1#1
Score: 5.8
Marts Ots
Dieter Rappold
Max Weiner
Score: 6.5+3#1
Score: 6.8+2#1
Score: 6.9
Alois Pollhuber
Bernhard Leicht
Patrick De Baecque

14. Incredible story
A survey from Statistics Canada!!!

15. The Gazette Words matter campaign
The Environment
 Circulation declining (-3% YOY)
 Media fragmentation
 More snack news consumers
 Negative perception of print newspapers

16. The Gazette Words matter campaign
Readership in Canada
 Is declining especially amongst young readers
50+
18-34
 Internet readership does not compensate

17. The Gazette Words matter campaign
Background – The Gazette
 Circulation declining (-3% YOY)
 A 230 year old brand!

18. The Gazette Words matter campaign
Background – The Gazette in 60 seconds

19. The Gazette Words matter campaign
Background – The Gazette
 Perception of being conservative, old fashioned
 Not innovative: all metrics confirmed w research

20. What do we do?

21. The Gazette Words matter campaign
The Business Plan built on four cornerstones
1. Content that connects: Research, Editorial mindset
2. Customer Service… that is first class
3. Culture… that embraces change: a challenge
4. Brand… that is promoted

22. The Gazette Words matter campaign
Brand… that is promoted
• Need a bomb: Hurry up!
• Must change the perception very quickly
• Must be Smart and help team work

28. Words matter launch on television

29. Editorial support - Water series
Radio 30 sec.

30. Editorial support - Sleeplessness series
Radio 30 sec.

31. Editorial support - Women in Universities series
Radio 30 sec.

32. Editorial support - Women in Universities series

33. Global warming series
In advertising agencies

34. Great Brand support!
 irst place INMA ʼ08
F
Believe and Martin Luther King
 Christmas card: Why not?
http://www.thegazettecard.com/
 fter two years…
A

35. Sometimes we have to say No!

36. This year…

37. Line extensions
Print Products
Web Products
The Gazette
montrealgazette.com (blogs, news 24-7…)
West Island Gazette
westislandgazette.com
Hockey Inside Out
habsinsideout.com
Coming soon :
Food & Drink part of montrealgazette.com
Festival part of montrealgazette.com

38. The Gazette approach
 Background
- Our marketing budget is limited
- The marketing team is not growing
- Our ʻGazetteʼ brand ranks very high on Credibility
 Short term
- Take advantage of the strength of the main brand
- Expect a transfer of credibility to the new websites
- We realize that weaknesses such as lack of innovation and
conservative might affect brand transferability to web products
- More and more exclusive stories on the Web
- More podcasts, webcasts, blogs…
- More community interest elements
- Keep launching new sites

39. The Gazette approach
 Mid term
- Track, Track, Track
- Websites might not need the mothership
- Shifting more resources to the Web might help marketing!
 Long term
- Redefine the content balance between print & Web
- Redefine our overall business model
 What will be the best model?
The Specialty channels explosion vs. conventional television?
Schibsted?
 That keeps me awake at night!

40. Questions?

41. Break Time
 Need to wake up
 Red Bull
 Pledge of allegiance
I, state your name,
Promise to be an Agent of change
Promise to grow the business
Promise to be innovative
And I want to be a member of the Order of INMA
 Prosit

42. Agenda
Media Brands and Branding
Mart Ots looks at extensions impacts
What Does Branding Mean for a Newspaper?
The Gazette Words matter campaign
An Unconventional Way of Branding Your Products with
the Use of New Media with Dieter Rappold
Lunch
Branding and Brand Extensions
Maximilian Weimer, President, Paperview,

43. Agenda
quot;Extending brand recognition, reach, and revenue
through diversification and added value Mr. Alois
Pöllhuber, Managing Dir., Ferag Austria and
Bernhard Leicht, Marketing Dir., WRH Marketing AG
Networking Break
Oink - A Financial Newspaper for Kids Ernest Henry,
quot;Le Monde de la Philosophie“ A Detailed Case-Study
Patrick De Baecque, Le Monde, Paris, France