A+E Networks' Amy Baker On the Halo Effect of HISTORY

EB Moss amp160You must have to really understand the inside and outside environment in order to share those proverbial insightsAmy Baker pictured below amp160Exactly amp160We work very closely with all our research teams ad sales research programming and the insights teamamp160 We39re thirsty for information and we39re uncovering it every single day and speaking to as many clients as possible and understanding where the matches areMoss amp160HISTORY Stories recently reported on why it took 17 years to catch the Unabomber and posted it in the same week the news emerged that we had caught a new homegrown wouldbe bomber amp160That seems representative of the nature of history repeating itself and the objective perspective youamp8217re able to share Baker amp160That39s exactly right amp160Our brand ID is amp8220HISTORY made every dayamp8221 amp160Everything that39s going on today connects we connect where weamp8217ve been to where we are and that gives us perspective on where we are headed amp160That39s really our motto amp160I think that we really have an important place right now more than ever for consumers to come to a safe place where there39s not going to be any agendaamp160 They39re going to come and learn and be entertained at the same timeMoss amp160How does the current media and political climate reflect on HISTORY Baker amp160Today it39s like as a consumer you don39t know where to turn or what to believe in anymoreamp160 The belief in two institutions the government and the media is at an alltime low That impacts us all amp160News is so opinionatedamp160 Where HISTORY falls into this climate is in the middle amp160We don39t have an agenda at all amp160Our passion lies in just sharing facts and documenting those facts and hopefully giving perspective to viewers that provides them information on the past that gives context to what we39re seeing unfold todayMoss amp160How has HISTORY changed in recent times and what do you envision the future holdsBaker amp160HISTORY wants to truly understand what people need and what they39re saying to shape our own content We have a really impressive insights team at our company we call it AE Intelligence and they39re working with academia anthropologists sociologists and economists to really understand the mindset of culture todayamp160 We39ve identified about 31 different cultural trends that we are focusing on amp160Out of this HISTORY has made a big commitment over the next five years to premium documentary storytelling launching HISTORY 100 as our umbrella franchiseMoss amp160Are there any particular ones that stand out Baker amp160Yes amp160Due to the cultural climate of today marketers and publishers are discovering that their brandamp8217s honesty is their ultimate currency amp160This is the trend we call amp8220the currency of truthamp8221 Marketers need to earn their consumersamp8217 trust by telling narratives within trustworthy environments amp160Consumers demand thisMoss amp160So consumers as well as marketers are looking for trustworthy environmentsBaker amp160Absolutely amp160We39ve identified a pretty big group of the US population 108 million people who are in search of truth amp160We call them truth seekersamp160 They crave information they want to know the who the what the why and the where on a variety of subjectsMoss amp160How do you cater for the wants and needs of these amp8220truth seekersamp8221 Baker amp160They39re stimulated by learningamp160 They want to be tuned into the world around themamp160 They are a very hyperengaged segment amp160They want to know and understand the truth for social currency reasons amp160That39s gaining information that they can use when they39re with family or coworkers amp160They want to learn understand and gain information without the distraction of someoneamp8217s elseamp8217s preconceived notionsMoss amp160How do you package that up when making promises to advertisers and how do you present these opportunitiesBaker amp160We39re sharing a lot of research that proves the HISTORY environment is a really safe trusted place for their brand amp160Itamp8217s showing that 67 of our viewers say that they can39t find our content anywhere else amp160Sixtysix percent agree that HISTORY tells compelling stories and 65 also say that HISTORY makes them feel smart amp160Plus per your earlier point a high percentage 68 say that HISTORY shows why past and current events are important now amp160And hereamp8217s a great point for marketers 92 of men who watch our network say that they trust us but even more important is that 76 of those men say they trust the ads on the network amp160That ties right back to that halo effect the HISTORY brand provides our partnersMoss amp160You39re working to create a sense of the HISTORY environment the halo effect and the benefits that come with association as basically the whole positioning statementBaker amp160Exactly amp160Marketers are keenly aware of the importance of trust and truth to consumers across the country amp160This is who we are and who weamp8217ve always been amp160If there39s even been a time to go out and scream it from the rooftops it39s nowClick the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writersamp160amp160

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A+E Networks' Amy Baker On the Halo Effect of HISTORY

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A+E Networks' Amy Baker On the Halo Effect of HISTORY

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