Over a decade ago, I wrote a creative brief for Newsday, a large metropolitan newspaper covering Long Island and Queens New York, using the insight “We know where you live.” Newsday liked the notion but didn’t completely get the insight. They reframed it and turned the words into their tagline of many years “Newsday. It’s where you live.”
“We Know Where You Live” was meant to provide residents of Long Island — a diverse, but captive audience – with a reason to buy the paper in addition to The New York Times…and in place of The New York Post and The NY Daily News. Many of LI’s hundred thousand plus train commuters buy these other 3 papers every day for world news and sports and “We Know Where You Live” was intended to make them feel a bit out of touch with their local community news and home lives. (Sneaky, but true.) It was also a means to create greater loyalty among current readers.
This brand idea, if properly acculturated throughout Newsday, would have made every employee hypersensitive to providing an editorial experience that only a LI-based paper could deliver.
Fast forward to 2010 and the underperforming Newsday.com. “We Know Where You Live”, though long gone, is still a powerful rallying cry for building online readership and participation. The owners, architects and builders of the website, should be brainstorming how to deliver that experience. Instead, I submit, they are probably in brainstorming meetings chasing the latest social media twist, the next community promotion and the October program intended to build time on site. These are tactics, not strategy. “How” is tactical. “Why” is strategic. Newsday and Newsday.com need to revisit their brand strategy. And let those 34 new reporters they’re hiring in on it. Peace!