Apr 27, 2017

Why the media is obsessed with rebranding

Over the past few months several media companies have come out with new slogans, logos or names.

Why it matters:

  1. The context: An era when almost every media company failed to predict President Trump's election, there's more access to information than ever before and "fake news" runs rampant. Standing out and garnering trust is vital to a successful news company.
  2. Just like Obama changed the branding game when it comes to political campaigns, the media has realized the importance of a sharp, current, cohesive brand. The Outline was born based almost entirely on the ideas of innovation and branding.
  3. Younger media companies, while at an advantage when it comes to branding and flexibility, are hoping to be taken more seriously.
  4. Meanwhile, flagship media companies are realizing they can no longer rely solely on their reputation. They have to compete. The New York Times launched it's first ad campaign since 2010 this year and Washington Post added a new slogan, both seemingly addressing the political and media climate.

In February, The Washington Post added a new slogan — "Democracy Dies in Darkness"

The New York Times launched a 30-second ad called "The Truth" at the Academy Awards in February— their first ad since 2010.

On April 5, the Daily Beast announced that they were working on a new website design, along with it's new logo — from the red block with white lettering to neon lettering. They also remove "the" from their name.

On Wednesday, Huffington Post became HuffPost — cutting out the last name of Arianna Huffington (and "the"), one of the media company's founders.

And today, it was announced that BuzzFeed Editor-in-Chief Ben Smith told his staff yesterday about a new slogan for BuzzFeed News, "Reporting to You."

Go deeper

Fauci: Social distancing could reduce coronavirus death toll to 60,000

Photo: Chip Somodevilla/Getty Images

Dr. Anthony Fauci, the director of the National Institute of Allergy and Infectious Diseases, told NBC's "Today" on Thursday that he's hopeful that social-distancing measures in place across the U.S. will reduce the total number of coronavirus deaths.

Why it matters: Fauci said that while early models projected between 100,000 and 200,000 U.S. deaths from the pandemic, he now believes that number could come down to 60,000 — but he emphasized the importance of keeping social distancing in place to ensure that trend holds.

OPEC+ and G20 energy meetings mark zero hour for oil diplomacy

Illustration: Aïda Amer/Axios

The next two days will be pivotal for determining whether large oil-producing countries can partially stabilize an industry reeling from very low prices and the historic, coronavirus-fueled collapse in demand.

Driving the news: The OPEC+ group led by Saudi Arabia and Russia begin meeting remotely later Thursday morning to discuss production cuts, to be followed by a virtual Friday meeting among G20 energy ministers that includes the U.S.

Coronavirus dashboard

Illustration: Aïda Amer/Axios

  1. Global: Total confirmed cases as of 9:30 a.m. ET: 1,498,833 — Total deaths: 89,733 — Total recoveries: 337,074Map.
  2. U.S.: Total confirmed cases as of 9:30 a.m. ET: 432,438 — Total deaths: 14,808 — Total recoveries: 24,125Map.
  3. Business: Fed will lend up to $2.3 trillion amid coronavirus crisis — Another 6.6 million jobless claims filed last week
  4. Public health latest: The federal government is in the process of deploying 90% of its stockpiled medical equipment to fight the pandemic.
  5. States latest: New York has reported more cases than the most-affected countries in Europe — Chicago's Cook County jail is largest-known source of coronavirus in U.S.
  6. Poll: 1 in 10 Americans believe economy will never return to normal from coronavirus.
  7. What should I do? Pets, moving and personal healthAnswers about the virus from Axios expertsWhat to know about social distancingQ&A: Minimizing your coronavirus risk.
  8. Other resources: CDC on how to avoid the virus, what to do if you get it.

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