1. 63rd WORLD NEWSPAPER CONGRESS
Session: Branding
Speaker: PhillipCrawley
Mark your calendar
64th WORLD NEWSPAPER CONGRESS
19th WORLD EDITORS FORUM
Vienna, Reed Messe Wien
www.wan-ifra.org/kiev2012

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3. Who we are
Founded in 1844
Canada’s national newspaper
 300,000 weekday circulation
 400,000 Saturdays
 4 million cross platform reach
 3.6M monthly website visitors
85% owned by Canada’s
richest family, the Thomsons
10 foreign bureaux
380 journalists
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4. Brand value
Our owners didn’t buy us
for the money we make
They bought us for our
BRAND
70% of enterprise value
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5. Ownership
Owners who understand
brand are rare in North
American media
In last 10 years, many
examples of brand value
destruction through bad
stewardship
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6. Visionary owners
The Thomsons are long-term
thinkers, e.g.
The Globe signed 18-year
deal with Transcontinental of
Montreal to buy 4 KBA hybrid
presses worth $200M
So we are committed to print
until 2028
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7. Visionary owners
That decision – taken during
the recession of 2008/9 –
was the basis for Globe
Redesign of October 1, 2010
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8. Redesign 2010: Key Objectives
• Reinvigorate and re-launch our market-leading newspaper
• Demonstrate faith in print at core of multi-platform portfolio
• Leverage new press capabilities
• Implement new content strategy and innovative design format
• Launch new Life and Style sections
• Attract new, non-traditional advertisers
• Deploy new brand marketing campaign
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9. Pre-
Redesign
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10. The new Weekday Globe: October 1, 2010
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11. The new Weekend Globe: October 1, 2010
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14. The Results
Big gains in print and online readership
in key demographic groups;
• Total print/online weekly readership
up 10% to 2,284,000
• Women up 11% to 1,026,000
• Ages 18-49 up 16% to 1,366,000
Circulation up 2.5%
Print advertising revenue up 6%
Digital advertising revenue up 23%
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15. Results (cont’d)
Industry Recognition – PRINT
The Globe and Mail was the winner of these
key awards in 2011:
Society of News Design – Best Newspaper
Redesign and 5 other design awards
5 National Newspaper Awards
3 Gold, 6 Silver National Magazine Awards
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16. Results (cont’d)
Industry Recognition – DIGITAL
Society of News Design – World's
Best Designed Website 2011
Online News Association – General
Excellence in Digital Journalism 2011
Editor & Publisher – Best Newspaper
Website 2010
Canadian Online Publishing – Best
News Coverage 2010
Emmy Awards 2009 and 2010
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17. Key Lessons
1. Invest in PRODUCTS
• New print capabilities
• New newspaper design, premium stock
• New website design and tools
• New products, e.g. Style, apps, video
And market them to build brand
2. Invest in PEOPLE
• Hiring talent, training, engagement
3. Invest in INFRASTRUCTURE
• Systems
• New building
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18. Key Lessons (cont’d)
And above all…
4. Invest in CONTENT
• Strengthen core pillars
• Deliver across platforms
• Build connections with audience
• Political and social influence
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19. Engaging our
Audience &
Promoting our Brand
Canada: Our Time
To Lead
8-week series
on big issues
Print, digital, video
Community, events
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21. Not just journalism …
Reader Events 2010
Events held in Ottawa,
Montreal and Vancouver to
celebrate the redesign by
discussing three of the “Big 8”
Our Time to Lead issues
Above: The Globe’s Jessica
Leeder joins a panel of experts to
discuss the rise of global food
production.
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22. VIDEO: Our Time To Lead
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23. Our Time To Lead
3.5 million online and
mobile page views
25,000+ comments
generated on Globe’s site
79,000+ Facebook
comments
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24. Reader events - 2011
• Intimate conversation with
Bono and K’naan about
famine in Somalia
• More than 150 VIP
attendees, incl. Canada’s
top corporate players,
humanitarian leaders, and
art and music talents
• Held during Toronto
International Film Festival
Above: The Globe’s John Stackhouse
joins Bono and K’naan
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25. Thank you
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