Media houses employed the House of Brands strategy - Ritvvij Parrikh Media houses employed the House of Brands strategy | Ritvvij Parrikh Humane ClubMade in Humane Club

Media houses employed the House of Brands strategy


Historically, digital media businesses didn’t invest in recommender systems and programmatic ad targeting platforms. This meant they could only sell access to relevant audiences by creating media properties targeting predefined categories.

As a result, they adopted the House of Brands strategy, launching multiple media properties for different segments like business, women and lifestyle, hard news, college students, and expats. Here’s how it looks:

  • Vox Media Network: New York Magazine, Intelligencer, The Cut, Vulture, The Strategist, Grub Street, Curbed, The Verge, Vox, SB Nation, Polygon, Eater, Punch, and more.
  • Gannett: USA Today, The Arizona Republic, Detroit Free Press, and others.
  • The India Today Group: India Today, Aaj Tak, Daily O, Cosmopolitan, Lallantop, SoSorry, OddNaari, among others.
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