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ABM “Year of the Editor” Northwestern University Medill School of Journalism Sept. 17, 2003. Panel Session: Brand Extensions: Creating New Revenue Streams --panelist Brian Ward . Why Extend The Brand?. You need the money. New competition keeps fragmenting your clients’ budgets

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ABM“Year of the Editor”Northwestern UniversityMedill School of JournalismSept. 17, 2003

Panel Session:

Brand Extensions: Creating New Revenue Streams

--panelist Brian Ward


Why extend the brand l.jpg
Why Extend The Brand?

  • You need the money.

    • New competition keeps fragmenting your clients’ budgets

    • Extension can give you greater account penetration and even attract new categories of customers.

  • You’re not in the magazine business and never were. You’re in the info business. Competition is anyone who moves information to your audience in any way.

  • You’ve worked hard to build credibility, brand equity, etc. Why NOT leverage value you’ve already built?


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Prerequisites To Strong Brand Extension

  • Know what a brand is

  • Have one

  • Extend in a way that complements your brand

  • Know where the money’s coming from

  • Plan for the resources needed

  • Do the math


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FER Brand Development

  • October 1996

    • FER launches, based on content, circulation, financial backing and personal brand equities. Advertisers take a chance they wouldn’t take with complete strangers.

  • January 2000

    • Launch Web site

  • September 2002

    • Launch high-end, two-day seminar for readers


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Brand Extension: The FER Web Site

  • Not Just An Electronic Home For The Print Product

    • Serves a related but independent research function

      • Worldwide Buyers Guide

      • North American Services Guide

      • Archives for product comparison features only

      • Links, links, links—quick connex for spec comparison, etc.

  • Profitable Since Second Year

    • Ad revenue now. What next?


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Brand Extension: The MUFES Symposium

  • We attract readers because:

    • Builds on magazine’s specialized credibility/brand

    • Nuts-and-boltsy, most tech-intensive spec/purchase symposium in our field

    • Stringently educational agenda—no product suppliers among presenters unless balanced in a panel

    • Great networking opp for rivals/peers in spec, purchasing & design functions


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Brand Extension: The MUFES Symposium

  • We attract advertiser/sponsors because:

    • Attendance is invitation-only, all big-volume “key account” customers and prospects

    • Meeting size is held down to promote comfortable interaction without “stadium effect” anonymity

    • Advertiser/sponsors thus get to connect with hard-to-reach “big fish” prospects

    • Ratio of suppliers to reader/customers is held to 1:1


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Brand Extension: The MUFES Symposium

  • MUFES works for us because:

    • Content reinforces/complements magazine brand, and vice versa

    • Invitation-only creates a prestige effect to attendance

    • Invitees pay an affordable registration fee; suppliers pay a higher one

    • Sponsorships are popular and generate big revenue

    • Supplier attendees, including sponsors, must meet advertising requirements to drive magazine business and avoid cannibalization

    • Profitability per labor hour is significant



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