with E. Dans, Journal of Brand Management, 8 (4-5), 303-314, 2001.
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Abstract:
Can established newspapers leverage their offline brand equity to the online edition in order to create visits and page views? This question is key for publishers, as they are now facing a change only comparable to the advent of the printing press in the 15th century. In the present study, both cross-sectional time-series analyses are applied to 12 Spanish newspapers. The findings indicate that brand equity in the marketplace can be efficiently leveraged into the marketplace. Online readership depends both on offline popularity and on the profile fit between the typical Internet user and the typical offline reader of the newspaper. The digital market dynamics are uncovered by the persistence modelling of visits, page views, and brand choice of each newspaper. First, the total number of visits initially evolves, but later stabilises. In contrast, page views continue to evolve as usage depth increases over time. Finally, brand choice is stable and proportional to the brand equity borrowed from the printed newspaper. The analysis yeilds specific recommendations for the three leading newspapers.
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