Ignoring your brand to reach a target

Creating special (advertiser-friendly) Websites
Regular readers know that I believe newspapers are far ahead of broadcasters in their understanding of New Media. Here’s another smart case in point. According to an article by Steve Outing of The Poynter Institute, the Arizona Daily Star has built a Website catering to the college crowd in Tucson and Phoenix called AZNightBuzz. Here’s the beauty of it. There’s no indication on the home page that it’s created by the Arizona Daily Star. Why? Outing speculates that the newspaper knows its brand doesn’t necessarily translate into warm fuzzies for the target audience. I think this is brilliant and a wonderful lesson for broadcasters who keep asking, “How do I reach those young people without turning off my core audience?”

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