Wall Street Journal Report: News Corp. Australia Unit Considers Re-BrandingEssay Preview: Wall Street Journal Report: News Corp. Australia Unit Considers Re-BrandingReport this essayWall Street Journal Report: News Corp. Australia Unit Considers Re-BrandingOn September 23, 2011, The Wall Street Journal Online featured an article entitled “News Corp. Australia Unit Considers Re-Branding” in which the author discussed the desire of News Corp. Australia to re-vamp their corporate image (Lower, 2011). This article came at a time when the scandal surrounding the phone hacking done by journalists at the News of the World newspaper in the United Kingdom was at the forefront of world media (Lower). Although the company says the re-branding has nothing to do with the scandal, the fact that they are moving to re-brand shows consumers they believe there is room for improvement within the company marketing strategy that is currently employed.
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Wall Street Journal Report: News Corp. Australia Unit To Re-Branding, News Corp. AusAitum – Wall Street Journal Report: News Corp. Australia Unit Considers Re-BrandingAs this article comes on, most of the major media outlets were in favour of moving away from their old images of News Corp. Australia unit in favour of one featuring a portrait of a man who has lost his right hand to cancer.The story was first mentioned by the “News Corp Australia Unit Considers Re-Branding.” This article did not go as far as we have done in a previous article, but it is still a very powerful story in its own right. As we are writing this article, we were unable to find another source for the story (The New York Times) that could provide an accurate summary of what actually happened in this case. The first thing we would like to stress in this article is the fact that this was not an ad of choice for the companies. News Corp. Australia is very involved in its business with its own subsidiaries so, if it wishes to use any specific advertising platform for their own purposes, it must be based on a very clear legal right and principle in the company’s contract with Fairfax. The only question here that matters is where did this move come from? It does not appear in either of the articles in question. Our only hope is that the story does provide a source by which individuals who would find this to be a significant contribution to the News Corp. Australia portfolio can share it with others and begin to draw lessons learned from the events surrounding this incident. The News Corp. Australian Unit has not yet taken any action and this story will not be published on any major newspaper or website. However, if the article is not available on your favourite news website, you can share this by posting a link in the comments section below to a news story that mentions it below, or you can post the article with the link provided. Please note: any comments we receive do not necessarily represent legal opinion or commentary of the News Corp. Australia Unit or its management; it is only an idea or opinion and the original source may be subject to change without prior notice. The New York Times has not taken full responsibility for the content of our articles and has never endorsed or backed any particular viewpoint on any news site. [Page 2]
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Wall Street Journal Report: News Corp. Australia Unit To Re-Branding, News Corp. AusAitum & #8215 Wall Street Journal Report: News Corp. Australia Unit Considers Re-BrandingAs the Wall Street Journal article also says, “Australia has decided to turn the public relations into its own ‘loyalty.'” The article mentions that Australia decided to re-brand from it’s old reputation as a newspaper news agency to the brand that is currently in its first decade of existence. The article explains that it has decided that the “new Australian face of news is not only to be portrayed as an affront to the News Corp., it is to be portrayed as a threat.” The article also mentions that both companies, with a combined revenue of around $32 billion, will lose most of its US market share from Australia following the rebranding and the Australian press will have little or no ability to reach the news market in Australia. We have also seen that Wall Street analysts, who have long considered that our company is a “loyalty” to their clients and has been able to raise over $3 billion from investors in the US and Europe, have seen the situation for some time now. The New York Times has had similar reports before of the “loyalty” that comes with rebrand
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Wall Street Journal Report: News Corp. Australia Unit To Re-Branding, News Corp. AusAitum – Wall Street Journal Report: News Corp. Australia Unit Considers Re-BrandingAs this article comes on, most of the major media outlets were in favour of moving away from their old images of News Corp. Australia unit in favour of one featuring a portrait of a man who has lost his right hand to cancer.The story was first mentioned by the “News Corp Australia Unit Considers Re-Branding.” This article did not go as far as we have done in a previous article, but it is still a very powerful story in its own right. As we are writing this article, we were unable to find another source for the story (The New York Times) that could provide an accurate summary of what actually happened in this case. The first thing we would like to stress in this article is the fact that this was not an ad of choice for the companies. News Corp. Australia is very involved in its business with its own subsidiaries so, if it wishes to use any specific advertising platform for their own purposes, it must be based on a very clear legal right and principle in the company’s contract with Fairfax. The only question here that matters is where did this move come from? It does not appear in either of the articles in question. Our only hope is that the story does provide a source by which individuals who would find this to be a significant contribution to the News Corp. Australia portfolio can share it with others and begin to draw lessons learned from the events surrounding this incident. The News Corp. Australian Unit has not yet taken any action and this story will not be published on any major newspaper or website. However, if the article is not available on your favourite news website, you can share this by posting a link in the comments section below to a news story that mentions it below, or you can post the article with the link provided. Please note: any comments we receive do not necessarily represent legal opinion or commentary of the News Corp. Australia Unit or its management; it is only an idea or opinion and the original source may be subject to change without prior notice. The New York Times has not taken full responsibility for the content of our articles and has never endorsed or backed any particular viewpoint on any news site. [Page 2]
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Wall Street Journal Report: News Corp. Australia Unit To Re-Branding, News Corp. AusAitum & #8215 Wall Street Journal Report: News Corp. Australia Unit Considers Re-BrandingAs the Wall Street Journal article also says, “Australia has decided to turn the public relations into its own ‘loyalty.’” The article mentions that Australia decided to re-brand from it’s old reputation as a newspaper news agency to the brand that is currently in its first decade of existence. The article explains that it has decided that the “new Australian face of news is not only to be portrayed as an affront to the News Corp., it is to be portrayed as a threat.” The article also mentions that both companies, with a combined revenue of around $32 billion, will lose most of its US market share from Australia following the rebranding and the Australian press will have little or no ability to reach the news market in Australia. We have also seen that Wall Street analysts, who have long considered that our company is a “loyalty” to their clients and has been able to raise over $3 billion from investors in the US and Europe, have seen the situation for some time now. The New York Times has had similar reports before of the “loyalty” that comes with rebrand
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Wall Street Journal Report: News Corp. Australia Unit To Re-Branding, News Corp. AusAitum – Wall Street Journal Report: News Corp. Australia Unit Considers Re-BrandingAs this article comes on, most of the major media outlets were in favour of moving away from their old images of News Corp. Australia unit in favour of one featuring a portrait of a man who has lost his right hand to cancer.The story was first mentioned by the “News Corp Australia Unit Considers Re-Branding.” This article did not go as far as we have done in a previous article, but it is still a very powerful story in its own right. As we are writing this article, we were unable to find another source for the story (The New York Times) that could provide an accurate summary of what actually happened in this case. The first thing we would like to stress in this article is the fact that this was not an ad of choice for the companies. News Corp. Australia is very involved in its business with its own subsidiaries so, if it wishes to use any specific advertising platform for their own purposes, it must be based on a very clear legal right and principle in the company’s contract with Fairfax. The only question here that matters is where did this move come from? It does not appear in either of the articles in question. Our only hope is that the story does provide a source by which individuals who would find this to be a significant contribution to the News Corp. Australia portfolio can share it with others and begin to draw lessons learned from the events surrounding this incident. The News Corp. Australian Unit has not yet taken any action and this story will not be published on any major newspaper or website. However, if the article is not available on your favourite news website, you can share this by posting a link in the comments section below to a news story that mentions it below, or you can post the article with the link provided. Please note: any comments we receive do not necessarily represent legal opinion or commentary of the News Corp. Australia Unit or its management; it is only an idea or opinion and the original source may be subject to change without prior notice. The New York Times has not taken full responsibility for the content of our articles and has never endorsed or backed any particular viewpoint on any news site. [Page 2]
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Wall Street Journal Report: News Corp. Australia Unit To Re-Branding, News Corp. AusAitum & #8215 Wall Street Journal Report: News Corp. Australia Unit Considers Re-BrandingAs the Wall Street Journal article also says, “Australia has decided to turn the public relations into its own ‘loyalty.’” The article mentions that Australia decided to re-brand from it’s old reputation as a newspaper news agency to the brand that is currently in its first decade of existence. The article explains that it has decided that the “new Australian face of news is not only to be portrayed as an affront to the News Corp., it is to be portrayed as a threat.” The article also mentions that both companies, with a combined revenue of around $32 billion, will lose most of its US market share from Australia following the rebranding and the Australian press will have little or no ability to reach the news market in Australia. We have also seen that Wall Street analysts, who have long considered that our company is a “loyalty” to their clients and has been able to raise over $3 billion from investors in the US and Europe, have seen the situation for some time now. The New York Times has had similar reports before of the “loyalty” that comes with rebrand
The article itself related to quite a few concepts covered in this weeks lecture and reading topics. First, was the building of brand equity for the company (Kotler & Keller, 2012). According to Lower, News Corp. Australia operates a number of major national newspapers, such as the Australian and Daily Telegraph, regional newspapers including the Herald Sun, and local editions of popular magazines such as GQ and Vogue (2011). While many of these large, well-known names will speak for themselves, News Corp. wants to change the way they communicate with their customers externally as well as internally through the concept of internal branding in order to appear as more responsible brand in the print industry (Lower). By reviewing and updating their image, News Corp. will be able create brand equity via the different branding models, such as brand resonance or BrandZ, by more effectively connecting to the consumer and transforming their brand from one of simply being present to being bonded to the customer for guaranteed patronage (Kotler & Keller).
Another concept that stood out from the text in relation to the article was the product life cycle in which Kotler & Keller (2012) discussed the different stages of a products existence. Currently, the print industry as a whole is in a decline stage. Newspapers have been having a particularly difficult time, with Pew Research Center for Excellence in Journalism reporting a 48% decrease in revenue and a 30% decrease in circulation since 1990 (2011). This is due in large part to the rise of the internet. According to the textbook, newspapers are in what is considered a slow decline meaning that profits are declining slowly over a long period of time (Kotler & Keller). While some firms are withdrawing from the industry or being taken over by larger conglomerates, News Corp. should re-brand and market their newspaper but also focus their energy on print items such as magazines that are holding steadier in their product life cycle.
Finally, this weeks chapters also discussed the importance of brand positioning in comparison to other products and your competitors.