Online News Sites Seek Strong Online Brand ID

Finding a Web site that provides the news is not a hard task. However, finding a reliable news Web site may be a different story. With the print-news industry constantly losing visitors to the online world it is no wonder imposters have infiltrated the market making whom to trust a difficult decision.

Many of the major news providers brand themselves as “The Most Trusted Name in the Business” and would like to keep their online presence as such. One byproduct of gaining trust also deals with gaining loyalty through brand identity. While most national news providers seem to be reliable sources it is difficult for them to compete with the local market that may have a stronger hold on that specific market (think school delays, business strikes and weather advisories). With that said it is evident that smaller news sites gain loyalty through this type of branding: catering to a specific market.

In a recent clickz.com article pertaining to the subject, Jack Aaronson explains, “combining trustworthiness, relevancy and brand isn’t simple. Your company must appear authoritative and trustworthy while maintaining personal or relevant.” Aaronson states that by speaking a language your audience understands you are more likely to keep visitors coming back for more. It is also important not too “dumb itself down” too much otherwise you may run the risk of losing readers to other more perceived knowledge sites.

Overall the consensus alludes toward a combination of providing a name people trust along with relevant information specific to a certain area.