Gannett is unlikely to jettison its best-known brands:
USA Today, plus 99 other newspapers, 23 television stations and hundreds of smaller subsidiaries. Those legacy businesses are the company's public face, after all, and are part of the goodwill GCI has bought and built up over the years. (Or, torn down, depending on your perspective.)

But a recent switch at one of Gannett's biggest newspapers,
The Indianapolis Star, shows the company is trying to expand its public image beyond those legacy brands. Last week, the
Star told employees that it had officially recast itself as
Star Media for the purposes of promoting itself to current and future customers. (Memo's full text,
below.)
Other Gannett operations have done the same -- or likely will soon, I imagine -- as they draw more attention to Web ventures like
Metromix and
Moms Like Me, and away from aging print products. This shift comes after a report that Corporate itself has been
considering a new branding campaign with the tagline, "Gannett . . . Connecting you to your world." And it follows a February
notice to shareholders that Gannett now regards itself as "an international media and marketing solutions company."
In Minnesota, the
St. Cloud Times has been calling itself Times Media ("One media company, countless solutions") for two years now, a
Gannett Blog reader says.
In Kentucky, it's now CJM, or
Courier-Journal Media. "Rethink the possibilities,''
the Louisville paper's marketing site says, foreshadowing a headline last Sunday above
an op-ed piece by Publisher Arnie Garson. (Subliminal messaging?)
And in Ohio, another reader says, the company's chain of smaller dailies will be known as
Media Network of Central Ohio. It registered the domain www.mncogannett.com back in February.
Text of Star memo
We have officially launched Star Media as our business-to-business branding effort. The purpose is to communicate to advertisers and potential advertisers that while we still publish the state’s largest newspaper, we offer many other products and services that deliver to a variety of audiences. We are a dynamic media company that offers mobile messaging, search-engine marketing and text-loyalty promotions, as well as our traditional online and print vehicles.
A new sign has been placed over the Employee Entrance downtown. You will also be seeing the new Star Media logo on letterhead, business cards, sales presentations, and other materials.
We kicked off a significant advertising campaign targeting business decision makers. The campaign includes geo-targeted online ads, billboards, radio spots, e-mail messaging and print ads in the
Indiana Business Journal and the
Star. Our ultimate goal with this effort is to promote new brand awareness, transformational messaging, grow new active accounts and improve customer retention.
In the coming weeks, most employees will be provided with new e-mail signatures, templates for PowerPoint presentations, electronic letterhead, as well as other items. We encourage all employees to change their voicemail message to reflect Star Media.
Our President and Publisher,
Michael G. Kane, will be sharing additional information regarding this Business-to-Business branding effort during the upcoming quarterly Employee Meetings.
Is a similar effort underway at your site? Please post your replies in the comments section, below. To e-mail confidentially, write jimhopkins[at]gmail[dot-com]; see Tipsters Anonymous Policy in the rail, upper right.
[Image: yesterday's
Star,
Newseum]