A number of prototypes were developed for the Readership Institute's work on newspaper brand building: Branding: From Consumer Insight to Implementation. Click on the images in this gallery to view larger-scale PDF versions in a new window.


"Update" Prototypes
Prototypes designed to help readers track the news they care about and quickly scan the news they don't care about.

Update story as a column on front page of first section		Update column		Update story on inside page of first section
Update follow-up story on inside page of first section		Update follow-up story on front page of first section

"Think About It" Prototypes
Prototypes designed to provide readers with news they want to think about and discuss or debate with other people.

Debatable story on front page of first section		Debatable story on front page of inside section		Debatable story on inside page of inside section
Debatable refer on front page of first section		Notable story on inside page of first section		Notable story on inside page of first section
Questionable story on inside page of inside section

"Enrichment" Prototypes
Prototypes designed to provide background and analysis to make the news more interesting and thought-provoking.

In The Know story as a column in sports section		In The Know column in business section		In The Know sidebar story on inside page of first section
In The Know story as a column on inside page of first section		In The Know content promotion refer on front page of first section		In The Know full page story

"Guide" Prototypes
Prototypes designed to add to newspaper stories by pointing readers to additional information in other media.

Guide story in sports section		Guide story		Guide story on inside page of entertainment section
Guide story		Front page Guide refers to inside Guide stories

Impact Study: Overview Page

Brand Perceptions: Overview Page

Branding: From Consumer Insight to Implementation
The research that developed these brand prototypes.