Branding a Business News Publication (Strategy)

Listen to our featured Ask Those Branding Guys™ radio show podcast: Albuquerque Business First Publisher Ian Anderson

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. On our radio show Ask Those Branding Guys™, we discussed branding strategy for a business news publication.

Joining us on the show was Ian Anderson, Publisher of Albuquerque Business First newspaper. The focus of Albuquerque Business First is on local business news, economic development, entrepreneurship and other news impacting the area economy.

As recently as two years ago, Albuquerque Business First was a weekly print-only publication. They have reconstructed the brand and are now positioned as the breaking news organization when it comes to covering Albuquerque and Santa Fe. The publication has added daily morning and afternoon email editions to complement the weekly paper publication. The electronic news is comprised of 450 - 500 word stories while the weekly paper does deep-dive reporting.

Anderson shared that Albuquerque Business First is providing news the way readers want it. Each platform serves a different purpose and in many instances readership overlaps. The online edition is generating growth in the weekly edition rather than vice versa. Glover commented that the customer centric approach is a key to success for any business.

Anderson was asked to share his perspective on the Albuquerque brand. He noted that there are numerous efforts in place that reflect positively on the city's brand including Innovate ABQ, growing the ecosystem for entrepreneurs and technology accelerators. He feels that the perception of the brand outside of the state is better perhaps than how locals perceive their own brand. Good news for New Mexico.

Enjoy the show.

Once a Day Marketing™ positions brands to become #1 in the minds of target customers. Visit our website at www.onceadaymarketing.com. Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com. Listen to Ask Those Branding Guys™ every Monday at 11:00am (MT) streaming live on SantaFe.com KVSF 101.5 FM.

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