63rd WORLD NEWSPAPER CONGRESS

Session: BrandingSpeaker: PhillipCrawley

Vienna, Reed Messe Wien

Mark your calendar

64th WORLD NEWSPAPER CONGRESS19th WORLD EDITORS FORUM

www.wan-ifra.org/kiev2012

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Who we areFounded in 1844

Canada’s national newspaper 300,000 weekday circulation 400,000 Saturdays 4 million cross platform reach 3.6M monthly website visitors

85% owned by Canada’s richest family, the Thomsons

10 foreign bureaux380 journalists

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Brand value

Our owners didn’t buy us for the money we make

They bought us for our BRAND70% of enterprise value

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Ownership

Owners who understand brand are rare in North American media

In last 10 years, many examples of brand value destruction through bad stewardship

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Visionary owners

The Thomsons are long-term thinkers, e.g.

The Globe signed 18-year deal with Transcontinental of Montreal to buy 4 KBA hybrid presses worth $200M

So we are committed to print until 2028

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Visionary owners

That decision – taken during the recession of 2008/9 – was the basis for Globe Redesign of October 1, 2010

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Redesign 2010: Key Objectives

• Reinvigorate and re-launch our market-leading newspaper

• Demonstrate faith in print at core of multi-platform portfolio

• Leverage new press capabilities

• Implement new content strategy and innovative design format

• Launch new Life and Style sections

• Attract new, non-traditional advertisers

• Deploy new brand marketing campaign

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Pre-Redesign

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The new Weekday Globe: October 1, 2010

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The new Weekend Globe: October 1, 2010

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The Results

• Total print/online weekly readership up 10% to 2,284,000

• Women up 11% to 1,026,000

• Ages 18-49 up 16% to 1,366,000

Circulation up 2.5%

Print advertising revenue up 6%

Digital advertising revenue up 23%

Big gains in print and online readership in key demographic groups;

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Industry Recognition – PRINT

The Globe and Mail was the winner of these key awards in 2011:

Society of News Design – Best Newspaper Redesign and 5 other design awards

5 National Newspaper Awards

3 Gold, 6 Silver National Magazine Awards

Results (cont’d)

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Society of News Design – World's Best Designed Website 2011

Online News Association – General Excellence in Digital Journalism 2011

Editor & Publisher – Best Newspaper Website 2010

Canadian Online Publishing – Best News Coverage 2010

Emmy Awards 2009 and 2010

Industry Recognition – DIGITAL

Results (cont’d)

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1. Invest in PRODUCTS• New print capabilities• New newspaper design, premium stock• New website design and tools• New products, e.g. Style, apps, video

And market them to build brand

2. Invest in PEOPLE• Hiring talent, training, engagement

3. Invest in INFRASTRUCTURE• Systems• New building

Key Lessons

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And above all…

4. Invest in CONTENT• Strengthen core pillars• Deliver across platforms• Build connections with audience• Political and social influence

Key Lessons (cont’d)

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Engaging ourAudience & Promoting our Brand

Canada: Our Time To Lead

8-week series on big issues

Print, digital, videoCommunity, events

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Not just journalism …

Reader Events 2010Events held in Ottawa, Montreal and Vancouver to celebrate the redesign by discussing three of the “Big 8” Our Time to Lead issues

Above: The Globe’s Jessica Leeder joins a panel of experts to discuss the rise of global food production.

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VIDEO: Our Time To Lead

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Our Time To Lead

3.5 million online and mobile page views

25,000+ comments generated on Globe’s site

79,000+ Facebook comments

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Reader events - 2011

• Intimate conversation with Bono and K’naan about famine in Somalia

• More than 150 VIP attendees, incl. Canada’s top corporate players, humanitarian leaders, and art and music talents

• Held during Toronto International Film Festival

Above: The Globe’s John Stackhouse joins Bono and K’naan

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Thank you