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Archive for November 5th, 2011

The St. Petersburg Times is planning to rebrand itself as the Tampa Bay Times.

Here’s the primary reason I think you shouldn’t waste time, energy, focus and money rebranding a newspaper: Print newspapers are a declining business, and news organizations should spend time, energy, focus and money on building a successful digital business for the future, not trying to rebrand the product of the past.

I’m a longtime fan of the St. Pete Times and the Poynter Institute, the non-profit organization that owns it (and depends on Times profits for its prosperity). I wish the Times well in its rebranding effort. I hope it reaps in great profits that fund growth of Poynter’s programs.

However, I think MediaNews Group (my colleagues in Digital First Media) made the right decision in reversing a move toward a regional brand, retaining the established local brands, including the Oakland Tribune, a name with a long and distinguished history. (more…)

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