Or: All the news that’s fit to brand.
The New York Times said on Friday that it is launching a branding campaign this Sunday. It wants “to increase awareness of the tremendous depth and breadth” of its Web site . Why would it want to do that when it’s already the No. 1 U.S. newspaper site, according to Nielsen//NetRatings ?
Maybe it’s a little rocket fuel to boost readership after it canned TimesSelect , the part of the site that for the past two years required paid subscriptions to look at some of its commentary and columns. Most experts think making the entire site free will do that anyway, but what good is free without a little publicity?
Here’s another reason: Anyone who uses the Internet these days knows that there are many ways to get news and information, but maybe not everyone thinks “futuristic digital powerhouse” at the first mention of “The Gray Lady .”
To bring those concepts closer together, the campaign morphs the old Times slogan “All the News That’s Fit to Print” to “All the News That’s Fit to Click — or Blog, Stream, Archive, Digitize, E-Mail, Personalize, etc.”
The campaign also will promote a profusion of blogs , online video, features available on mobile phones such as movie times and stock quotes, podcasts and e-mailed newsletters.
This campaign is paper-free.
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The New York Times has printed some very informative articles. Most papers now realize the internet is very important to their businesses.
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- Posted by anonymousCoincidentally, I’ve found myself browsing the NYT web site more than ever in the last few weeks. I like the way they’ve incorporated video into their site - resisting the twin mistakes of turning themselves into a TV station or of becoming another generic YouTube portal.
I think the use of video as a supplement to background or feature articles rather than for breaking news is the right approach and may prove to be a pattern for future print-based companies to follow.
- Posted by Al Shaw