Innovation Now: The Boston Globe’s two-brand strategy

Click to edit Master subtitle style October 6, 2011

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Our particular opportunity
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The digital shift is well under way

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Print circulation price hikes (2009) gave us breathing room, but new revenue needed

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Boston.com is a substantial contributor with its strong advertising business that would be at risk should we lock the site down behind a pay wall
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Boston.com traffic
Aug 2011 - National C petitive Market ust om Media S ource 1 2 3 4 5 6 7 8 9 10 HUFFINGTONPOST.COM NYTIMES.COM USATODAY Sites LATIMES.COM* WASHINGTONPOST.COM WSJ.COM* BOS TON.C OM NYPOST.COM SFGATE.COM CHICAGOTRIBUNE.COM* Total U.S . %Active R each Unique Visitors (MM) 36.7 33.0 26.1 18.6 17.8 16.6 7.0 6.7 6.7 5.9 17.0% 15.3% 12.1% 8.6% 8.2% 7.7% 3.2% 3.1% 3.1% 2.7%

*Indicates that the entity has assigned traffic to certain pages in the domain to other entities Data Souce: comScore Unified Key Measures

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Research that helped inform digital strategy

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Consumer Perception / Brand Differentiation

Globe News Consumption & Willingness to Pay
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Print-engaged favor a format and editorial approach that resembles a newspaper, even though they are eager users of new technology, more willing to pay for Globe content Online/mobile-engaged prefer a wider “news surveillance” activity that draws them to search engines, email links, and other digitally-directed modes of discovery, could be

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Source: Forrester Research

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Business Model
Could we create a separate online brand for The Boston Globe?

Could it provide a new, consumer revenue stream without sacrificing Boston.com’s advertising or audience?

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Business Model: Two brands, Two opportunities?

.com
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Paid premium product Appeals to former and current Globe subscribers/readers Elegant ad integration Meets expectations of print engaged

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Free Mass audience Advertising supported Targeted to online/mobile engaged

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Content Guidelines / Distinct Experiences

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Multiple platforms: Accent on mobile

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http://vimeo.com/29507010

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Reader benefits
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See all stories that appeared in the Globe in a familiar navigational presentation
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Enhanced by multi media Complete with updates throughout the day

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Immersive reading experience
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Easy to read articles in their entirety Related stories and other stories in section easy to find

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Ability to save articles to read at a later time offline or online No need to download apps for different devices
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Advertiser benefits
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Affluent, well-educated audience Fewer ads on page heighten visibility and awareness Sponsorship of sections and features provides positive brand association – unique visibility Ability to target demographically increases campaign’s effectiveness

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Can reach target audience across both Boston.com and BostonGlobe.com
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Marketing Campaign

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Progression of development

Launch BostonGlobe. com Free Trial Boston.co m New Content

Sell BostonGlobe. com Subscription s Boston.co m Globe Content Guidelines

New BostonGlobe Branded Product Dev. Boston.co m “Reimagined”

Digital product portfolio to grow overall audience

Product portfolio to grow overall audience
We b Mobile /Apps

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Research underway to inform future digital strategy

Scarborough Audience research for The Boston Globe and Boston.com Web analytics: Omniture, comScore, Nielsen 2525

Overall goals
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Grow overall audience across product portfolio

Match product development with the needs of targeted audiences

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Provide the ability for advertisers to reach mass or targeted audiences Increase overall revenues from a combination of consumers and advertisers

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