‘Washington Times’ Hires Consulting Firms

NEW YORK Citing a need to “strengthen its brand, enhance the reader experience and extend its readership to new local, national and global audiences,” The Washington Times has announced deals with five marketing and online development companies that the paper said would improve its image and Web site activities.

“We are constantly looking for innovative partners who share our vision of media working in the public interest,” Times president Thomas McDevitt said in a statement, adding that the new partnerships are with firms that “share our passion for innovation and a commitment to providing consumers of media with the greatest number of choices aligned to their specific interests and beliefs.”

These firms being brought in are: Tocquigny, a marketing firm specializing in leveraging emerging technologies to create business solutions; Landor, an internationally recognized branding and market-positioning strategy firm; Danilo Black, a print and online media consulting firm; Optaros, an assembler of Next Generation Internet (NGI) applications; and The seven26group, designers who specialize in digital business solutions.

The newspaper did not reveal financial details for the agreements or any estimate on how much is being spent on the new project.

As part of the approach, Danilo Black, will redesign the paper’s online presence and interactive options.

“Our continuing competitiveness will emerge from ongoing evolution as an information company, with multiple distribution channels, a diversity of news products, investigative journalism, national political coverage from the nation’s capital and expansive coverage that connects readers to the world, and the world to the U.S.,” said McDevitt.

The marketing and online transformation comes as the Times is celebrating its 25th anniversary in 2007.