Newspapers have one brand that really matters: The centuries’-old name at the top of the masthead. Anything that falls beneath that logo is held to a high standard of credibility. Secondarily, the byline attached to each published piece can hold its own allegiances — and those bylines are also important. But I’d love to see a world where we stop with the over-branding, where we stop launching “blogs” with catchy titles and columns with fun labels.
For example, at The Seattle Times (yes, I get to pick on the Times because I work there), we have multiple labels and taglines for various bloggers and personalities: The Seattle Sketcher, The Today File, Politics Northwest, Happy Hour, Northwest Wanderings, Weekend Plus, Lit Life, ArtsPage, All You Can Eat, The Hot Stone League, The Brewery, Tails of Seattle, Nicole & Co, Names in Bold, ReelTime Fishing NW, Weather Beat, Sound Economy, Sunday Buzz, Microsoft Pri0, Take 2, Popcorn & Prejudice, Field Notes, Ed Cetera, Matson on Music. These are just a sampling of the various “brands” and voices under our media company’s umbrella.
Some of these labels are based on various CMSes that power the content.Various blogs have titles and taglines, and that’s useful for us internally when we’re trying to communicate and divide ownership. It also stems from print where various pages of the newspaper have different titles at the top so you can easily spot what you’re looking for as you flip through the pages. Read More