Launching a media brand in a post-covid world

Even before the pandemic disrupted our lives and economies, the media industry was facing the worst-case scenario. Traditional advertising budgets were steadily declining, and digital spends were too fragmented to supplement that drop. In 2020-21 overall advertising budgets dropped between 8-15%, and we expect 2022 to be the catchup year.?

So why are we launching a new title, albeit one of the world’s leading brands? Here are my five reasons:

Technology needs creativity

I have always believed that every business is a technology business; you just happen to sell shoes or software. But having a solid technology platform is just the beginning, bringing you to par. What takes you ahead is creativity and innovation. Businesses would need to reimagine every function and add a layer of creativity, from product development, the supply chain, trade partnership, and customer service. A key reason why Fast Company (FC) has a laser focus on innovation and creativity.?

Experiential isn’t an afterthought

Awards, lists and events aren’t sponsorship vehicles but platforms to immerse your audience in a live format. They are powerful platforms to debate, predict and usher change.?

For example, Fast Company’s Most Creative People in Business recognises thinkers, shapers, and doers who have led their sectors forward in new, meaningful ways. Now, in its 13th year, it highlights a diverse group of individuals across every sector, from tech to finance to fashion, who have accomplished something new and meaningful.

Since 2008, Fast Company’s Most Innovative Companies has been the definitive source for recognising the organisations transforming industries and shaping society. Last year, Fast Company recognised more than 400 organisations with this prestigious honour, from the largest companies in the world to small startups with just a few employees.

Personalise and individualise?

Everyone wants to be treated as an individual and offered products and services customised to them. Here, traditional media brands have been slow on the uptake. Customising means more than rejigging the content; it is understanding what the reader has been engaging with and presenting complimentary content. Don’t serve what they want, serve what completes their want.?

Don’t serve what they want, serve what completes their want.?

Power of first-party

With the death of third party cookies, publishers can truly monetise their audience, provided they have deep reader insight and relationships. Customer data is more than name, email id and company; it must be meaningful, contextual and relevant. FC Middle East’s media platform is powered by a lead generation and research engine with millions of first-party data. This allows us to deliver campaigns, content programmes and events which are impactful, measurable and result-driven

Become outcome oriented?

Media brands need to become result and outcome-oriented. It is now vital to balance the brand narrative and storytelling with getting marketing qualified leads. Brands and marketers are under pressure to deliver results, and media brands need to be a partner. With a huge first-party database, FC Middle East can deliver leads at every stage of the funnel at scale.?

Bonus?

The region needs Fast Company

Written for and about the most progressive business leaders, FC inspires readers to think expansively, lead with purpose, embrace change, and shape the future of business. Over 3,400 companies have nominated themselves for various awards, and 322,000 unique visitors from the Middle East access the digital platform. The historic launch of the Middle East edition is a testament to the region’s vision, leadership and unwavering focus on innovation.

Our mission is to impact and shape the region’s industry, society, and culture. Who’s with us?