The Times daily: Is it piggybacking to gain dear life?
Is it me or is new tabloid, The Times, a hyperactive version of the Sunday Times? I would like to bet that it's not me. I went on to the The Times online yesterday and today several times. As is daily habit that I get morning dose of the news from the Sunday Times online, I was left wondering and surprised when I landed up on The Times online pages.
For a moment I thought it was just my PC with ill-functioning history tool. But I was right. I punched in www.sundaytimes.co.za and was let to The Times. I figured that it must be a launch mis-strategy. But I felt the following during my demand for my Sunday Times morning coffee dose:
- That the guardians of the Sunday Times brand would permit the confusion between their brand and The Times brand (sisters I know, but different skins)
- That I, the reader, has to wonder where I'm online -whether The Times or Sunday Times
- That as an online reader of the Sunday Times, The Times is forced on me
- That The Times online is in fact nearly or entirely the same as Sunday Times online - the content is the same, the branding is the same, the site structure and navigation is the same, the columnists are the same, the commentators on podcasts are the same.
- Felt lost in transition when I clicked on the Sunday Times site link and I was still within The Times - kind of in the Sunday Times as the content is the Sunday Times'
Shouldn't you notice any of the above, it means it has been corrected.
I haven't gotten hold of the hardcopy of The Times as yet. And just hoping that it is not, marketing pitch-wise, a hyperactive baby version of the Sunday Times. I must say, I still got to find out, online, where is The Times (content-wise), but the brand of it, the masthead, I'v seen and it looks pretty.
Vincent Maher got hit by surprise when he discovered that: "The web site is also live but, given that it’s the same architecture as the Sunday Times site I am not going to comment until I know whether this is a temporary solution or the real deal."
In the words of one blogger, Uwe Gutschow The Times "...sounds a lot more exciting than it actually is". His views are in concert with mine. He continues to say that: "Their newspaper will definitely interest a slightly more savvy and exciting audience, at least in the beginning".
I'll do long verbatim for once on my blog as Uwe also had some interesting tips for The Times:
- let users and bloggers create content
- turn everyone with a camera into a journalist and reward them for relevant, valued content
- learn from wikipedia
- employ content producers, not a newspaper editor to run the show
- conceptualise with marketers and companies as to the best way to produce content that will aid in marketing brands
- be bold, innovative and pioneering - we've offered to work with them to do some innovative campaigns for clients to become part of their sales tool and case studies
- print newspapers based on people's profiles by interest, such as international finance, soccer, etc. - pay only for the content you want
- change the business model
- advertising will provide the most revenue, but collaborate with innovators to profit from other forms of marketing techniques
I just wish the new daily, and its brand for that matter, had been created; marketed, and launched on the back of its own neo strenghts and weaknesses rather than of a leading weekend paper. I know it would cannibal up a pint of the strength of the Sunday Times, but potential is there. Especially online.
However, I can't wait to get my hands on a different read from the print version of The Times, for as Israel, I love things new.
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"Judge of a man by his questions, rather than by his answers." - Voltaire
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