Promotion
On-air promotions drive viewer awareness of CNN’s major news coverage, with a focus on exclusive interviews, breaking news events, and high-profile daily programs. Off-channel advertising includes print, outdoor, and on-line messages supporting viewer awareness of fast-growing shows such as Anderson Cooper 360º, American Morning, and Paula Zahn Now. The messaging is simple and straightforward, always about the shows and their journalists, and always enforcing the promise of high-quality news coverage.
Brand Values
Audiences trust CNN to fully connect them with the events of the world, taking them from initial awareness through full understanding of the news stories that shape our lives. This trust is based on great journalism and promises made . . . and kept. Viewers expect CNN to deliver the most experienced reporters, the most complete coverage, and the best access to events and newsmakers around the globe. Americans report that in recent years they most closely associate CNN with their experience of major news stories.9 CNN captures what is happening in the world, presenting coverage and programming in a style as engaging as the stories themselves.
Things You Didn’t Know
Ted Turner on starting an all-news network: “There are only four things that television does: It does movies, and HBO has beaten me to that. It does sports, and now ESPN’s got that. There’s the regular series kinda stuff, and the three networks have beaten me to that. All that’s left is news! And I’ve got to get there before anybody else does.”
CNN, now the world’s largest and most respected news organization, got little respect in its infancy. With a small budget, a preponderance of newly graduated journalists, and few news bureaus, CNN was forced to sue (and obviously won the lawsuit) to gain access to White House press conferences.
Larry King has accumulated more than 40,000 interviews throughout his 47-year career.
CNN
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SUPERBRANDS
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