Innovation in Action Series:
El Tiempos Bold Branding Strategies Dominate Columbian Market
By
Stacy Lynch
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Posted on April 01, 2008“El Tiempo’s Bold Branding Strategies Key Market Domination” highlights how the largest daily newspaper in Colombia has embraced a strategy of “digital diversification” with over 13 separate dot.com products. The sites are both content and transactional portals that provide solid revenue streams, earning the paper 70 cents of every dollar spent online in Colombia. El Tiempo learned from the more mature Internet markets North America and Europe and then adapted the findings to create their own strategies which may offer many lessons, especially for mid-size and smaller papers in the U.S.