Media monoliths: how great media brands thrive and survive

Abstract

Part 1 The broadcasters 1 CNN Turner's vision The CNN effect International versus American Adding local flavour Branding on the air The challenge of multimedia Enough -- but not too much 2 BBC World But first, some history The 'Beeb' takes shape TV comes of age Building on brand equity A benign influence Global tactics 3 MTV Getting ready to rock 'I want my MTV' First Europe, then the world Ozzy and company New frontiers The flipside of profit A cultural phenomenon Part 2 The newspapers 4 The Times Times past Changing times What's important The Burberry of newspapers Future times 5 Financial Times A tale of two papers The FT as a single brand Business and beyond Painting the map pink How to brand it 6 The Wall Street Journal Dow, Jones and Bergstresser The franchise theory Marketing with dignity 7 International Herald Tribune Rogue and visionary A paper for cosmopolitans From peak to trough The changing brand International at last Promotion through partnership A three-letter brand The IHT today and tomorrow 8 The New York Times All the news that's fit to print The family firm An image under pressure The spirit of The New York Times First we'll take Manhattan... Strength from inside 9 El Pais A political birth Cutting out the clutter How to sell a news story Progress means survival The search for identity 10 Die Zeit Out of the ruins Driven by desire Seducing subscribers Promotions of distinction Readers under scrutiny 11 Corriere Della Sera Editor and brand-builder History versus youth A newspaper of two souls Marketing makes the news Extending an icon 12 Liberation Iron in the soul A French problem Rise of the 'BOBOS' Branding on a budget Part 3 The magazines 13 Time Mr Luce and Mr Hadden A difficult debut The march of time An American icon A conversation with readers Selective distribution The brand in brief 14 National Geographic A mysterious gathering Not just black and white Exploring opportunities The magazine today The brand in brief 15 Playboy Hefner, Marilyn, and that rabbit Playboy versus the Puritans Down -- but not out A new generation Playboy at 50 Hef's vision 16 Paris Match Match ignites Fanning the flame Television in print 17 The Economist The hat-maker's legacy Accessible elitism Seeing red One step ahead A colourful future Proof in the numbers 18 Vogue The boy from St. Louis Template for an editor Conde descends Refashioning Vogue Global glamour A brand that sells itself Part 4 The information providers 19 Reuters The man behind the brand Famous for facts and figures The value of confidence News as marketing tool A legend under pressure The armour of heritage 20 Bloomberg Terminal velocity Out of the box Flouting convention Bloomberg sans Bloomberg Conclusion Have a vision Pick a target Create a club Go wide -- yet narrow Be flexible -- and be quick about it But maintain quality Finally, stay relevant

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