Are Media Brands Ready to Be Brands?

Following our discussions in class regarding brands and their value, I found this article by Ellen Oppenheim, who until recently was the EVP for Marketing at the Magazine Publishers of America, now the MPA: Magazine Media.

A very thought provoking article and a good cap stone for what we’ve talked about in class. Please read and comment after you do so.

Are Media Brands Ready To Be Brands?
Ellen Oppenheim
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=139613&nid=120829

For most of their existence, media companies defined themselves based on how they distributed content. CBS was a TV network, Sports Illustrated a magazine and The Wall Street Journal a newspaper. All that’s changed. As they expanded content across multiple platforms, media properties began referring to themselves as brands.

Media brands — like brands across other sectors — are dealing with fundamental shifts in consumer behavior and challenges from companies that use new technologies wisely. But are they ready to act like successful brands?

Consider most major non-media brands’ marketing efforts and what’s behind them.

Leading brands invest significantly in gathering and analyzing data from multiple sources to understand more about their customers and ensure their product lines and communications resonate. They spend on ad campaigns and embrace social media to interact with and develop communities among target audiences.

Many brands employ socially responsible efforts and cultivate partnerships to extend their brand promise. In fact, their willingness to evolve marketing programs is proceeding at such a rapid pace that multiple agency leaders have privately expressed concern that clients are experimenting faster than agencies and the media can keep up with them.

Media brands buy syndicated research and conduct custom studies. Few, however, are leveraging the potential of multiple consumer data streams as intensely as most major brands do.

Media brands promote to their audiences, but in a more limited manner than leading non-media brands. TV networks speak most loudly to their existing audiences, taking a chunk of every half-hour to inform you of upcoming programs, but their promos reach smaller audiences, as ratings continue to erode.

Most magazines and newspapers rarely promote upcoming content, instead focusing on direct mail, email and the Web to encourage subscribers to renew and give gift subscriptions.

When media companies advertise, their campaigns tend to be tactical vs. strategic. For example, TV networks’ cross-media advertising generally runs during the short window when a program first airs. Local radio stations’ usually advertise only during ratings measurement periods.

Sure, every media company is evolving its outreach in the current environment. However, consumer behavior continues to shift even more rapidly. Media companies might review this checklist to speed their pace of change:

1. Aggressively mine digital data streams alongside existing research to understand how consumers are relating to their offerings. Often the efforts remain in silos, or data are not tapped, inhibiting the ability to get the greatest learning.

2. Beyond the big changes that garner headlines, regularly experiment in small ways with strategically sound uses of emerging digital technologies to provide audiences with helpful solutions beyond just distributing content. Daily Candy recently announced a mobile program that alerts consumers who download their app to nearby Daily Candy features, using the geographic tracking ability in cell phones. This allows its audience to visit hot spots while it’s convenient and provides a new ad opportunity, in this case with Starbucks.

3. Look at new ways to expand the reach of current brand programs digitally. For example, how can the successful food festivals held by the various food media extend to virtual festivals to reach interested consumers who cannot travel to the extravaganzas?

4. Revamp organizations to listen and reach out to consumers more effectively. Meredith’s National Media Group recently named an EVP, consumer relationship management and digital media, to do just that.

5. Continue to leverage what consumers reveal about their interests and needs to create new lines of business beyond media. Rodale’s broadening its health franchise by selling online fitness plans exemplifies the potential.

6. Think of how you can promote your content across platforms, even with partners involved, as with the Conan-AT&T blimp tour that had a Foursquare component.

Media brands have double the reason to emulate the practices of leading consumer brands. Their efforts can increase the odds that consumers will seek their content, and, if they succeed, ad dollars may follow.

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About Samir Husni

Samir Husni, aka Mr. Magazine™, is the founder and director of the Magazine Innovation Center at the University of Mississippi. He is also Professor and Hederman Lecturer of Journalism at the School of Journalism and New Media. Dr. Husni is the author of the annual Samir Husni's Guide to New Magazines, which is now in its 28th year. He is also the author of Launch Your Own Magazine: A Guide for Succeeding in Today's Marketplace published by Hamblett House, Inc. and Selling Content: The Step-by-Step Art of Packaging Your Own Magazine, published by Kendall Hunt, Magazine Publishing in the 21st Century, published by Kendall Hunt, and co-author of Design Your Own Magazine. He has presented seminars on trends in American magazines to the editorial, advertising and sales staff of the magazine groups of the Morris Communications Company, Hearst Corp., Hachette Filipacchi Magazines, Meredith Corp., Reader's Digest Magazine, ESPN the magazine, Sail Magazine, American Airlines Publishing, the National Geographic Society, the Swedish magazine group Bonnier, the Finnish magazine group Sanoma Magazines, Southern Progress magazines, New South Publishing, Inc., the Society of Professional Journalists, the American Society of Magazine Editors, Vance Publishing Corporation, the Florida Magazine Association, The Magazine Association of Georgia, the National Society of Black Journalists, the Japanese Magazine Publishers Association, and the American Press Institute. He is "the country's leading magazine expert," according to Forbes ASAP magazine, "the nation's leading authority on new magazines," according to min:media industry newsletter; and The Chicago Tribune dubbed him "the planet's leading expert on new magazines." Dr. Husni has been interviewed by major U.S. media on subjects related to the magazine industry. He has been profiled and is regularly quoted in The New York Times, The Los Angeles Times, USA Today, The Chronicle of Higher Education, and many other newspapers nationwide, as well as the major newsweeklies and a host of trade publications. He has appeared on Good Morning America, CNBC, CNN, CNNFN, PBS, and on numerous radio talk shows including National Public Radio's Morning and Weekend Editions. Dr. Husni has also served as an expert witness in several lawsuits involving major media corporations including Time Inc. and American Express Publishing among others. He has been a judge of The National Magazines Awards, The Evangelical Magazines Association, The City and Regional Magazines Association, and The Florida and Georgia Magazine Association Awards. Dr. Husni is the President and CEO of Magazine Consulting & Research, a firm specializing in new magazine launches, repositioning of established magazines, and packaging publications for better sales and presentations. Dr. Husni holds a doctorate in journalism from the University of Missouri-Columbia and a master's degree in journalism from the University of North Texas. When he is not in his office reading magazines, Dr. Husni is at the newsstands buying magazines.
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53 Responses to Are Media Brands Ready to Be Brands?

  1. Angela Rogalski says:

    Ad dollars would certainly benefit media brands, there’s no doubt about that. And there’s also no doubt that consumer brands have blasted their way into our households for many years now, and have made billions of dollars doing it. If media brands can find their niche in unique and interesting ways, utilizing the new technologies to the fullest, the way the article says, there is definitely money to be made, I’m sure. But finding that audience remains the key…finding it and sustaining it. Using apps and digital innovations to intrigue and fascinate, and to offer the consumer something just a little more over-the-top than the next guy. And praying and trying to be even more daring and alluring if you happen to be that next guy that just became passe’ (sometimes in a matter of seconds these days) because of the competitions’s creativeness.

  2. I think it’s an interesting concept. So long as these different media brands do what they do best before getting into another brands areas of expertise. With all the advances in technology anybody with the right last name or fat wallet can get into the market, this makes it near impossible to create a monopoly. So companies like Sports Illustrated should definitely try to dominate in the sports market before they move on to say, man-cave designing guides. This type of brand power has been sneaking up on us for years now, but now it is more easily seen.

  3. Caty Cambron says:

    A brand is a name, similar to a logo in the sense that it’s completely recognizable. Media companies do have to try even harder than companies like Nike or Adidas because although they are selling the same things (shirts, shoes, athletic equipment), people still choose a side. There are people who are strictly loyal to Nike and won’t buy any other type of shoe, or who won’t give into drinking coffee other than from Starbucks. Media companies must try to find the same loyalty within their audiences which can be difficult. The news is news, and although it can be presented in various ways, the people will remain loyal to the news that is given to them in the most convenient, accessible, and entertaining way.

  4. Callie Daniels says:

    I think this is a great marketing strategy, long time in coming. It’s about time that media started promoting themselves, but at the same time, it must be wary of becoming something akin to Fox News in which it cares more about ratings than real news.

  5. Elizabeth Beaver says:

    I think branding in the case of CBS and Sports Illustrated is very practical and a must for this cut-throat atmosphere of journalism in the aspect of doing all media forms of journalism. The only problem is, is everyone and their company going to become a brand? Is Perez Hilton, a glorified blogger, going to become a brand? Making a brand should be about making trust with your clients. I feel like journalism has become far too over populated which is quickly sinking us back into the days of Yellow Journalism. Recognizing a company as a brand could be useful in bringing the trust back to journalism.

  6. Stevie Farrar says:

    While branding does allow media to increase and diversify its audience, I cannot help but worry it will take the focus off of its purpose of providing vital news and information. As we dicussed in class, brands such as Nike pride themselves on being associated with quality athletic gear. Will all media brands claim to provide quality news? Surely not. Media groups are too smart to claim such a generic goal, which leads to me wonder just how far they will stretch to diversify and set themselves apart. Yes, a brand is something that builds trust with its consumers, but that trust must have foundational values. What media groups decide to build their brands one will prove to be most interesting.

  7. Candace Coleman says:

    This is definitely going to help evolve the path media is on. However, one more thing that should be taken into consideration before media brands take on the title is that consumers/audiences go through phases. It is difficult for brands to obtain loyalty from customers when new brands emerge. Therefore, media brands must find a way to lock in the attention of an audience to avoid “brand switching”.

  8. Lorraine York says:

    I think that this strategy would be very beneficial for media companies. In today’s world, if your brand is only in one place, you are behind and missing out on so much business and advertisement. If the different media companies want to survive, they must promote themselves or be forgotten about and left behind by all of the other brands that are moving forward in the industry. This advertisement will help the business grow and give it more revenue than it is putting out there.

  9. Ariel Ladner says:

    This concept is on the way to revolutionizing the way brands are promoted in today’s society and in the future also. If the companies want to expand they need to promote promote promote…It is all about getting your name out there in media for businesses. A brand brings in consumers and loyal customers. I hope it doesn’t drift from the product though. The product is what it is all about in the first place. As long as branding doesn’t steal the spotlight from the product I believe companies can go far with branding and advertising their brand.

  10. Ryanne Flanders says:

    I think it’s only natural for media outlets to start branding themselves. It gives consumers something to relate to the company. As long as the media doesn’t begin to concern itself more with the branding than the content, it can be very good for everyone involved.

  11. Emily Bain Manifold says:

    I think the only thing holding back Media Brands from really being ready to be a “brand” is the wariness to spend as much money on advertisements and promotions as other non-media brands. This caution to ad money most likely comes form the popularized idea that ad sponsors enhance bias in the media. Therefore the investment of the companies own money in advertisement is key to becoming a brand because you MUST advertise or else nobody will ever know your brand. I agree with the article about using consumer’s needs and interests as leverage to create new lines of business BEYOND media because this will lead to the loyal customers. I also strongly agree with the checklist, number two and three, because regularly experimenting with technology and expanding digitally are the only way to become a KNOWN brand in a digital world. Media brands need to model after the success of non-media brands while also reaching out and listening to consumers more effectively… Media brands need to keep the same model, or similar model, but keep in mind that the WANTS and INTERESTS of the consumers is what stabilizes the most important thing, the NEEDS of the consumers.

  12. K. Nicole Miller says:

    I thought that this concept was very interesting. I never thought about media brands being like regular brands. They have to work much harder to find loyal customers that will not abandon their certain network. The idea about digital Ads does not excite me however because I personally think that would be a frustrating to receive notices on my cell phone trying to Advertise a certain brand. We already see thousands of Advertisements daily I do not think we need anymore.

  13. Jackson Boyd says:

    This whole idea of certain aspects of the media becoming its own brand definitely has its positives and negatives. I definitely agree with so many of the other students who commented when they said that seeking this “brand” could lead to news that is lacking in certain areas. All the focus would be on the brand name rather than the news that needs to be given. I am all for the idea of getting your name out there, especially in the media world, but presenting solid news still needs to be the main objective. Selling yourself to the customer, and trying to get people to buy into your product will ultimately bring in the money, and that is where the brand names are useful. I am all for making a news entity a brand name to increase popularity, however those who seek the fame and fortune in this business need to remember why they are in this business….to give the news.

  14. Bradley Boleware says:

    Are media brands ready to be brands? There is only one answer to this question.. Of course. In my opinion the magazines are the best equipped to do this. Just take Sports Illustrated for example. They produce a magazine every year featuring beautiful women in bikinis, eventually someone got wise and decided to make a calendar for sale. Brilliant. What about UFC magazine? They produce a magazine that features everything about the UFC franchise, fighters, clothing, pay-per-view fights, everything. In the UFC case maybe the magazine was just another advertising opportunity but they have done it very well. It goes to show that magazines are ready to be brands. They just have to be careful not to stray from what they are. First, a magazine. Second, a brand.

  15. Davis Abraham says:

    Media companies are closer to being brand names than many people believe. A “brand” is something easily identifiable, credible, and associated with a certain niche. When you think about Nike, the standard of athletic gear comes to mind. When the Wall Street Journal is mentioned, most people think of the most prestigious financial newspaper in the United States. Magazines such as: Sports Illustrated, National Geographic, and Playboy, are the standards of the industry, much like Coca Cola, Rolex, and Ferrari. If magazines and newspapers have made the jump from “typical products” to a “brand name” there is absolutely no reason media companies should not try and duplicate the success of specific pieces of the media. With the right amount of innovation and advertising, I think media companies could become “brands” of news.

  16. Gloria Briggs says:

    Media I believe really has to try to become a brand. All other products such as clothes and food are brands that have to be sold. With all the new options and resources for different news sources they have to give the audience a reason to WANT to be loyal to them instead of another program that is selling the same thing. I also think that they have to be careful though. They have to make sure they are giving the loyal customers that they still have what they want.

  17. Wanda P. says:

    I don’t think of media as a brand. When i think of a brand of think of like, Nike, Levi etc. Social media is some what as a brand because they are trying to get people just as most brands. I do think they do be trying to sell something just not a product just their information and services. Like a brand just like socia media is trying to get their name out there. They both are trying to see something not something you can buy but theirselves.

  18. Stephanie Wales says:

    I do think that this is long overdue; however, each company must make sure they plan, research its customers, and plan some more. In order for this to be effective, a great stategy must be in place to target the company’s customers. A lot of many can be made BUT a lot of money can be loss if it is not executed properly. The suggestions in this article are pretty helpful and they seem like they should work, but as with all advice, the company will have to find what works for it. For example, 3, 4, and 5 may not work for ABC, but it may NBC make mega money on those steps alone.

  19. Drew Moak says:

    I believe that the media already is a brand and has been for sometime whether we realize it or not. The media, just like food, clothes, or any other store that tries to sell something, is trying to sell a product. The media’s product is news. Just because news isnt tangible doesnt mean it isnt being sold. There is and always has been a high demand for news. But I believe each type of magazine or news channel has to stick to their area of concentration. Sports Illustrated can not go into the food industry. Its all about sticking to what you do best.

  20. Nelson Duke says:

    Big time media in this generation has becoming a brand. The big time ones like Sports Illustrated, New York Times, or NBC are making millions not just giving news to the public, but selling their brand to the people. The economy is in a bad state as of now, so why wouldn’t big media companies try to squeeze out every dollar they can get because of their name?

  21. Elizabeth Burgreen says:

    I believe that the media is becoming a bigger brand that we actually think. Say, for instance, that Best Buy is selling a new break-through technological invention and they are doing all of the advertising on tv and in magazines. The same would go for the media; the newspaper has a breaking news story and they are basically advertising it in the paper the next morning! Media is becoming a brand very quickly even if they don’t spend millions of dollars with ten different ways of advertising the product or story.

  22. Anna Waggoner says:

    I Think that this is a very wise strategy for media brands to lead consumer brands, in order to ultimately bring in followers and money. They must adapt to the changes in technology if they want to survive. As Dr. Husni said in class, social media is the new word of mouth. Everything is going digital and we have to follow this trend. These six steps are great ways for media brands to increase the rate of theird adaptation in order to ensure their survival, and grab the attention and loyalty of consumers.

  23. Brittany Stubbs says:

    Putting a brand on something is another way of saying labeling it which in our society is usually another way of saying judging it. We see someone walking down the street with a Nike sweatshirt and Nike shoes, so we assume that person is athletic. We notice the lady next to us wearing her Gucci sunglasses to match her Gucci handbag, we assume she’s rich and from the upperclass. We can do the same with the media. We think the man reading the Wall Street Journal must be well educated and the woman reading Cosmopolitan is probably kinky. So as long as magazines and newspapers can be spotted and labeled, they already are brands. I don’t believe there is anything wrong with this movement that has been happening for longer than people give it credit. Obviously they have a lot of research and experiencing to do to make completely affective but I have no doubt they are already way ahead of us.

  24. Sarah Harden says:

    There’s no doubt that marketing and advertising helps “brand brands.” People are more likely to buy what they’ve heard of, and most likely they remember those they’ve seen on TV or seen in ads in magazines and newspapers. And companies always want to make their products and their company look good, because people aren’t going to buy something from a company they see as dishonest (BP for example) or one they’ve never heard of. I also agree that brands attempt to make themselves look “socially responsible.” I know more than once I have been persuaded to buy a product merely because its packaging claimed that some of the profits go to research and prevention for diseases or to help the environment. But the point is, I believe we have to have branding for our products to sell. Even if we’ve never used a product, if we see it on TV all the time, and we have a positive opinion of it based on what we’ve been told (if a product claims to support research or help the environment) then we feel like we know it, and that makes us want to buy it, because people like to feel included (similar to what Dr. Husni talked about when he said people enjoy magazines because they like to feel like they are a part of something.)

  25. Ellen Graves says:

    Creating a media brand brings more opportunities to reach the customer. The more chances it has to reach the customer, the more likely the customer will invest in the product. Also, I think Oppenheim makes a good point that it’s important to use data from customer studies in order to launch a successful brand. Ultimately, the media that is trying to create a brand is a business. However, they must not let the brand take over the original product if they hope to be successful.

  26. Quanterrius Ward says:

    With companies now becoming brands, survival will depend simply on who has the most money. Companies are losing consumer loyalty, and the reason has been their over reliance on confined advertising. The way I see it, for a company to be truly successful, it must totally bombard consumers with promotions for its product in every conceivable way until the people’s subconscious is so saturated that they cannot ignored what is being sold. Thanks to the Web, upstart companies can now do such cheaply and efficiently. The elites, however, have seemingly realized their error and will once again win out in the end as smaller companies’ advertisements will not be able to keep up without increasing costs.

  27. William Stokes says:

    It’s interesting to read how media companies go about with their advertising. I’m in MKTG 351 this semester, and we’ve spent a great deal of time on how companies pitch their products. If I was to go strictly by this article, it would sound like media companies are far too timid. Now, more than ever, there needs to be a strong pitch why their company is better at providing the news than the other.

  28. Caroline Talamo says:

    Media is becoming more of a brand each day. I think it is not questionable at all to think if media is ready to become a brand or not. Actually, I think media is a brand and one of the biggest because with society today we live off of media.

  29. S. Blair Jackson says:

    As this article points out, the defined line separating different types of media is quickly evaporating. Magazines, newspapers, and blogs are integrating into each other rapidly as media companies are experimenting with ways to expand and utilize many media outlets, and can we blame them? It has become nothing short of necessary, in my opinion, for media companies to create an image for themselves. This image, and this integration into many different media areas, is a way of creating a brand. By moving from a company to a brand, a media icon is looking out for it’s best interest.

  30. Katie Hatcher says:

    I’ve never thought of media as a brand until Dr. Husni’s lectuare and this article, but it really is. A brand is something that has something to offer a consumer and tries to promote itself. Ads are important to these companies because otherwise they’ll go under. They need to use ads to reach consumers, form a relationship, and create loyalty.

  31. Natalie Moore says:

    I think media has been brands much longer than we may think. Of course we had TV networks, newspapers, radio stations in the beginning but how exactly did those media companies get viewers, readers, and listeners? They had to advertise. They had to put an ad in another aspect of the media or some banner/poster around the town. In my opinion, media have really been brands all along. We are just beginning to notice now that they are indeed brands and are expanding in their endeavors.

  32. Katie Keatley says:

    I feel that media brands need to start thinking more strategically in order to become as successful as the other brands. It would be advantageous for media companies to start spending more money on ads. This, in turn, would make them more well-known and would give them the customer loyalty that they need.

  33. Kells Johnson says:

    Media merging with brands is definitely a plus when it comes to increasing a companie’s customers. Being materialistic is a negative characterisitic than most human beings obtain, but can be used to a company’s advantage. If the people like what they see, they will want what they see. Brands are definitely needed to compete with other companies, especially if one company is better than another without a brand. In order to stop companies from dying out and losing customers, brands can possibly be used to keep them in the ring with other leading companies. Plus, brands are another source of income for that company, increasing it’s profits and helping the company to get new technology and innovations needed to keep up with today’s mutating media.

  34. Betsy Lynch says:

    The media NEEDS to be able to brand itself. The way in which society and audiences are changing everyday with opinions, desires, and interests, it is important for the media to stay in touch with its audience. For a media company to brand itself, it will more likely be able to continue reaching its target audience, even if it’s product does not hold interest every day or always give the reader what it wants. It is important for the media brand to establish trust, a strong identity, and a standard of excellence, in order for the target audience to keep coming back to view their publication. Because society changes everyday, and it’s impossible to keep up with exactly what the audience wants to know, in order to establish trust the media must be branded. must have a reputation. must be known for WHO they are in addition to WHAT they produce.

  35. Lauren McMillin says:

    I feel as though the media has already become a brand without us realizing it. Sure, different forms of the media, specifically magazines, are the doors through which other products and brand names are advertised, but at the same time the magazines that people reach for have become their own brand. Since people have finally begun to notice this, I believe that it will become much more apparent and that people will be much more in tune to the idea of the media as a brand. This should not necessarily damage the image of the media, but magazines and other companies need to be careful. They need to make sure that they do not become too consumed in making their brands the most important concept of their product; rather, they should focus on their product and the messages that it delivers to audiences, allowing brand names to simply enhance it.

  36. Alexa Evans says:

    I completely agree with the first sentence in the article, media outlets are becoming brands and expanding with technology. Although I also think that these news brands will have to be creative and make sure they reach their intended audience. As each new company develops their “brand” like Sports Illustrated for example they can not leave any area unattended if they wish to be successful. Media outlets are changing and evolving just as everything else is with consumer behavior, and they will continue to change.

  37. Bracey Harris says:

    I agree with the statement: “Media brands have double the reason to emulate the practices of leading consumer brands. Their efforts can increase the odds that consumers will seek their content, and, if they succeed, ad dollars may follow.” In their current state, media brands are not ready. There needs to be an increased emphasis on technology in regards to reaching consumers. I think that in order for media brands to be effective that have to something that makes them..them. We all know the slogan for Nike, but it goes deeper than that. Just Do It isn’t just buying the shoes it’s being part of a lifestyle whether that’s playing a sport or emulating Lebron James wearing them. How can Sports Illustrated and CBS have such effect? I don’t doubt that it can happen, but I think it would be interesting to see the way that the go about making these changes. My only concern is that business would be placed over principles. I believe that the media is a machine and can be a brand, but at what extent does it become about grabbing customers with cheap gimmicks? This is a question I have struggled with throughout the course, and I believe there is no correct answer to it. There’s nothing wrong with media brands as long the vision and mission statement of the media i.e. magazine, news station stays in sight.

  38. Kyle Ryan says:

    As we been taught in class, brand is your identity. If you are going to promote and maintain a brand, whether consumer or now media, it seems you have to know the identity of the customers that will carry the brand as part of their identity. Adopting many of the techniques given in the article will help accomplish that.

  39. Taylor Harrell says:

    Before our in class discussion over this topic as well as before reading this article, i had never really considered different forms of media to be “brands”. When i hear the word brand my mind immediately goes to my favorite labels of material objects such as shoes, clothes, purses, cars, jewelry, etc. but never the media. Now that i have learned more about media “brands” in class and in this article i realize that different forms of media and companies are definitely brands. By definition, a brand is the identity of a specific product, service, or business. These brands all have the same goal that they are wanting to achieve and that is to be successful and sell their name to particular audiences. The things that i used to think of as brands have now slipped into the back of my mind after our in class discussion of what a brand really is and when i heard examples of different successful media brands. The examples mentioned in class are much more famous and popular then some dumb ole brand name on the handbag hanging in my room. Some examples of brands that were mentioned in class were ones such as Nike, ABC, Oprah, etc. These are all brands that protect and promote their identity. The goal of these mass companies is to do just that, protect and promote their brand so that it is around forever, even if the inventor of that brand is not. How do these companies succeed at this? They use the power of media to their full advantage just like it says in this article. How can they keep a brand around, in style, and in every day conversation if they are not using the number one resource that revolves around all three of those things? These huge power house companies mentioned both in class and in this article understand how to establish and maintain a successful brand and they are doing just that, using every form of the media to promote and protect their brand. I loved reading the checklist that the media companies use to keep up with the pace of the constant change in both the media and the media generations. Every checkpoint was most definitely a great way to keep up the pace when it comes to the media and i liked that some of the checkpoints gave examples of companies that use that technique and how they applied it. Learning about brands and how to market a brand was very interesting to learn about, it brought about many aspects to “branding” that i had never really thought about.

    Taylor Harrell

  40. Madison Hill says:

    If a media outlet’s brand is their identity, it is vital that they present themselves in a way they want to be remembered.

    In the Media Shift book, the advertising chapter discussed how people today are making themselves a brand. And it’s true–starting with small things like de-tagging pictures on facebook where you don’t like the way you smiled or the way your hair looked. You are removing that picture because it does not represent the way you want to be remembered–it does not represent the theme you have chosen for your own personal brand.

    So the question remains: Are Media Brands ready to be Brands? The answer is and always will be far from concrete. The truth is, no one is ever READY to be a brand, because–regardless if the outlet is a magazine, newspaper, individual–everyone and everything is constantly changing and evolving. Nevertheless, brands are created and sometimes even sustainable. The key is to promote what you stand for endlessly and relentlessly, through means of all platforms of media, and constantly experimenting with new ways to spread the word of your BRAND.

  41. Ashley Locke says:

    I have never looked at any form of media as a brand. However, I think that the idea of media brands is necessary for the future. To ensure customers come and keep coming, a solid brand is very effective. Most brand name goods sell better than their generic competitors, so why should this be any different with the media? The media usually advertises for other goods and services, but if they want to become known as respectable brands I agree that it is time for them to advertise themselves. Media outlets need to start advertising themselves as soon as possible, because there will be less competition early on, and people will hear about you first and have you on their minds. All in all, I agree that it is about time that the media starts being “branded.”

  42. Robert Heard says:

    I find it to be a very interesting concept. It seems like a great idea. It has gotten to the point where media brands should advertise for themselves. I think they should explore whatever they want, as long as they stick with what they are doing and what they have been doing. They have to keep their product the way it is now in order to keep the audience that they have intact. As long as they can do that, I think they should be free to explore whatever they want to explore.

  43. Michael Prestwich says:

    It is evident that certain media outlets such as Sports Illustrated are already losing the brand war. With the advent of ESPN magazine, SI needs to reestablish itself as the foremost authority in sports. I believe people of my generation don’t even think of SI as much of a sports authority.
    Media outlets must brand themselves extensively in order to compete with the various other platforms stealing attention at all time.

  44. Jory Tally says:

    I have never thought of media as a brand. I have always thought as each new station in the same way. They need to work more harder in promoting what makes their news station different and and make it more obvious of what they offer. I think making the media as a brand would help people know exactly what they wanted to watch. They could promote their brands in various ways. They could advertise specific points they dicuss and what political views they have for the viewers to know if that news is right for them.

  45. Caroline Hendershot says:

    I definitely dont think that media branding is necessarily an new concept by any means. Since the beginning of what we would now consider to be sources of “mass media” (radio, newspaper and television) they have always promoted themselves to help gain more listeners, readers or viewers. I think that really people are just now noticing the self promotion done by these businesses because of how prominent adds and commercials are becoming in today’s society. I mean, you cant even walk down the street or turn on the tv for more than a minute before seeing multiple forms of advertisement. So really, I believe that each source of mass media today has always been a brand and no one has really taken the time to realize it. Each source of mass media is so unique and different in its own way and that is why they advertise themselves to the public to help protect their identity!

  46. Hayden Sowers says:

    I think some media companies get caught up in the ratings more than they do in actually providing the public with true news. Also if companies want to promote their brands better all they have to do is incorporate celebrities into their stuff. For example if the New York Times put a commercial out with Lebron James reading their paper it would certainly catch the public’s attention more than just some average joe reading it. Now the downfall to that is that the ad would cost you more money, but you would hope to make it up by selling more papers because of the ad.

  47. Leah Cayson says:

    I think that branding is a great way to increase a media’s audience. This strategy creates a loyalty between the producer and consumer. However, media outlets should not let branding itself compromise the news content. The information that the media outlets should still be journalism that is delivered in a way that is appealing to the consumer.

  48. Alexandra Donaldson says:

    Now with reflecting upon this article it only makes since that media companies are brands. If they did not promote themselves then who would. They need to focus more on their image rather than customer ratings. If they focused more on their image maybe they would have higher customer ratings. I do believe each media output needs to focus on media as a whole and try to promote each other in a way that promotes the whole media concept to it’s consumers.

  49. Sidney Bayles says:

    As much as I believe that media becoming a brand is important, I still feel that the focus should always be on delivering the news and content to the customers. Besides, aren’t the customers the most important anyways? As much as branding media would appeal to the consumer, I think that it might take away from good journalism and what it’s all about.

  50. Joshua Bryant says:

    Augmented reality, as mentioned in chapter 13 of our book, would aid in many of the goals found in this blog. Especially, augmented reality would aid in #6 promoting your brand in a new way to attract viewers. Taking pictures of foods or specific food brands and being able to tell if that brand will be at a food convention or fair would greatly increase the attendance.

  51. Sealy Smith says:

    Yes, I would say that media brands are ready to become brands of their own. As long as it is done in the right way. Media brands are a little different than normal circumstances so I don’t believe they necessarily have to follow the same rules as other brands. I feel like that it is time though for this to happen, in a way I feel as if it is long overdue. One positive of this idea is the mere fact that it will allow media to reach more people and cover more of an area. This would be great for media brands because isn’t that vital and kind of the point of media brands in general. I think that it would be a great thing as long as media brands still deliver quality content to viewers. Other positives include being able to reach the consumer various ways such as email lists and it would also allow more room for creativity amongst the retailer, seller, company, creator, ect.

  52. Just wondering, now that class is over what will happen to this blog?

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