Withology Podcast: Episode 10 – Ed Mahlman Listen Now

Client: News Media Alliance
Evolving a legacy organization to meet an evolving industry

A new brand for a new news world

As 24/7 access to information, social media and more continue to disrupt the news media market, the Newspaper Association of America wanted to evolve its brand to better reflect the current state of the industry. They wanted a new name, a new logo and a new website that represented their growing membership of trusted print and digital news outlets.

Through extensive competitor research and more than 30 discovery interviews with key stakeholders, Brian Communications led the repositioning efforts and the subsequent launch of the News Media Alliance (NMA) brand.


Rewriting the story

As part of the launch, the NMA wanted to implement an aggressive media relations and content marketing strategy focused on changing the public perception of the print and digital newspaper industry. They hoped to convey to the advertising community that newspapers remain a worthwhile investment and to readers that they are trustworthy in a world of “fake news.”

Empowering a challenged industry to support and disseminate a new, positive storyline is no small feat. Engaging with the NMA’s marketing team, we developed a strategy to reach consumers in compelling ways and engage organization members in publishing our positive perspective – exposing newspapers’ fresh, confident new narrative.



Increase in NMA website visits


Thought leadership pieces published

922 million

Media impressions in one year