This paper establishes for one leading Australian newspaper at least, that reader trust is strongly tied to perceived closeness to that newspaper brand and closeness enables a brand to build a â€œbrand tribeâ€? with the capacity to influence a range of member behaviour. The paper argues that a medium must become a brand if it is to win in the digital 21st century and that a â€œnewspaperâ€? may have nothing to do with â€œpaperâ€?. It is conceivable that eventually a powerful newspaper brand may be able to bring moving pictures to its online â€œtribeâ€? more credibly than aâ€? television brandâ€? and news commentary to the Internet more credibly than a â€œradio brandâ€?. Clearly more work needs to be done to extend these findings across a range of newspapers and magazines.
Symposium: 2001: Venice, Session 8 - The Digital Landscape the Internet as a Medium and as a Measurement Tool
Authors: Wilson, Richard
Organisations: OMP Worldwide
Topics: Multi-platform Measurement