Do not want to repeat again the old truth about how you call a ship, so it will float, but largely on how successful will be the name of the corporate newspaper depends on its success with the audience. Title corporate newspaper as a litmus test. It shows who the publication, what its content, is it worth to spend time reading it. So, a good name attracts the attention of the reader, is his interest – it's like seems to be saying: "Here, in this edition of the information that you seek, unsuccessfully – leaves the reader indifferent. Names of corporate newspapers are very diverse. Even a cursory acquaintance with the "internal" publications corporations suggests that a comprehensive study of the issue will take time. In this article we will talk about the main types of newspaper titles, give practical advice to help you choose a name for corporate media tell you about my own experience creating the name of the newspaper on a concrete example.
As practice shows, the most common have names that contain the name of the company or brand ("Aeroflot" "Gazprom", "Journal of RUSAL). Quite often you can find names, pointing to a specific product or service (Best Ceramics, Architect," "The Transporter"). Along with these common names, calls: mostly they are left with Soviet-era factory factory newspaper ("Forward", "For the potassium," "For bauxite," For the Orenburg gas, "" The Last height "). In the course of generic names, which are suitable for any publication, regardless of the subject ("Corporate Gazette "," Navigator "," Everyday companies, "Compass", "Forums"). But there is a custom-made, original title, which can not be confused with others. For example, "Designer" (Newspaper engineering company), "tin" (newspaper producer lids for canning), "Mars Attacks!" (Newspaper of the trading house and supermarket chains in Lugansk).
Name of corporate newspaper can solve specific marketing problems. For example – point to the geography distribution and ownership of the company to a particular industry (Montenegrin worker "," Chusovskoy Metallurgy, Seaman North ") – to emphasize the particular relevance to customers and partners (" Your gas station "," Your energopartner "), – informed about the composition of the readership ("Corporate Lawyer", "Journal of Accounting", "News of Success"). With regard to ways of creating a new name printed publication, then several of them. Thus, the name of the newspaper can pick: – own – relying on your taste and sense of the word – competition for the company (when, by a vote of the many options choose the one most attractive) – organized a focus group with Parties from among potential readers, – sought the services of experts in naming. Evaluating a new name, guided by the following criteria. The title should fully reflect the concept of corporate newspapers. That is consistent with the objectives of its establishment, the information content, the expectations of the readership. In addition, the name should be original and attractive, melodious and memorable, brief and concise, have meaning and logical conclusion to cause positive emotions. As a successful example, we give a name that journalists advertising and publishing company Mlm Print designed for corporate newspaper inter-union drivers of vehicles and workers. We call this edition, addressed professionals from the region who wish to work in the capital – "On the job – to Moscow." Corporate newspaper with such a name is successfully disseminated through local networks of kiosks in the Russian regions and cis countries. The target group can easily distinguish it among other publications on employment. Ensured the success of "saying" the name newspaper.