Teaching Examples


MSNBC.com repositions itself
April 4, 2007, 1:18 pm
Filed under: business, news, online

From The Wall Street Journal (April 2, 2007):

MSNBC.com, the No. 2-ranked news Web site behind Yahoo News, is starting its first branding ad campaign this week. Instead of selling itself as a “breaking news” destination, as it once did, the site is trying to highlight the range of news and entertainment it offers. Spots in print, on TV, outdoors and online will carry the tagline “A Fuller Spectrum of News,” highlighting both MSNBC.com’s original reporting and its partnerships with news outlets such as NBC, Newsweek and the Washington Post. MSNBC.com, jointly owned by Microsoft and NBC Universal, is spending $4 million on the campaign …

The marketing push comes as MSNBC.com’s market position, long one of the strongest in the news sector thanks to its Microsoft ties, shows signs of strain. MSNBC.com’s traffic fell 3% in February, despite strong growth in the overall news category, according to comScore Media Metrix. Yahoo News, CNN.com, FoxNews.com and AOL News each posted double-digit percentage gains.

Via Fimoculous.

“A Fuller Spectrum of News,” eh? I’m not sure the word “fuller” is very graceful, but the idea is interesting. Steve Krug talks about the value of a tagline in his fabulous book Don’t Make Me Think (2nd edition: 2005). Haven’t read it? No one should design a Web site without it.

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