NEWS: Blogging and Newspapers, a Lesson in How Not to Brand

Blogging and Newspapers, a Lesson in How Not to Brand and Market

Mar 13th 2008 1:33PM by Mark Cuban

... Which leads to my firm belief that newspapers having "bloggers" is easily one of the many bad decisions that newspapers have made over the past 10 years...

Never, ever, ever consider something that any literate human being with Internet access can create in under 5 minutes to be a product or service that can in any way differentiate your business...

If I worked for the NY Times, or any other media company with any level of brand equity, I would have done everything possible to define the section of our website that offers ongoing as anything other than a blog. I would make up a name. Call it say.....RealTime Reporting.

RealTime Yankees: Catch in depth, up to the minute reports on the Yankees as only the NY Times world re known staff of Sports Writers can bring up

RealTime City Hall: The NY Times has more journalists covering the action at City Hall than anyone else. Catch in depth, up to the minute reports on NYC politics as as only the NY Times can.

Brand it RealTime. Brand it anything. Make sure you market it as having the characteristics unique to your staff that NO ONE ELSE on the net can bring.