abm year of the editor northwestern university medill school of journalism sept 17 2003 l.
Download
Skip this Video
Loading SlideShow in 5 Seconds..
ABM “Year of the Editor” Northwestern University Medill School of Journalism Sept. 17, 2003 PowerPoint Presentation
Download Presentation
ABM “Year of the Editor” Northwestern University Medill School of Journalism Sept. 17, 2003

Loading in 2 Seconds...

play fullscreen
1 / 9

ABM “Year of the Editor” Northwestern University Medill School of Journalism Sept. 17, 2003 - PowerPoint PPT Presentation


  • 220 Views
  • Uploaded on

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

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'ABM “Year of the Editor” Northwestern University Medill School of Journalism Sept. 17, 2003' - albert


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
abm year of the editor northwestern university medill school of journalism sept 17 2003

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
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?
prerequisites to strong brand extension
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
fer brand development
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
brand extension the fer web site
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?
brand extension the mufes symposium
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
brand extension the mufes symposium7
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
brand extension the mufes symposium8
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