CNET rebrands and invests in the future

Press Release | CNET

CNET, the world’s leading technology media brand for more than 25 years, today announced a rebrand that features a new logo and website design, among other design elements and content features that modernize the brand as it continues to expand beyond technology.

CNET’s editorial board has focused on providing audiences with valuable and trusted advice, news, and reviews since 1994, when early adopters needed help navigating computers and the Internet, cementing CNET as the first “tech site” of its kind. Today, as technology has become a part of almost every aspect of life, CNET has kept pace with its own evolution, boasting its largest editorial board in a decade, producing more than 10 stories an hour across a variety of categories. The rebrand doubles down on CNET’s mission of helping its audience navigate change.

“The needs of our audience will always be our North Star,” says Lindsey Turrentine, EVP Content Strategy at CNET. “This brand evolution is the culmination of years of work toward what we’ve always strived for: to help our audiences navigate a rapidly changing world in ways that specifically improve their lives, wherever they connect with CNET.”

As input for the rebranding strategy, CNET conducted its own research study of more than 3,000 media consumers and found that the top reasons for considering people doing online research are sources they can trust and who they can trust “because of their trust reputation.”

“Digital consumers are smarter and more savvy than ever, looking for sources that are both traceable and always trustworthy,” says Turrentine. Additional research shows that 82% of those familiar with CNET agree it’s a brand they can trust. Turrentine adds: “The study shows that we are trustworthy – a value we hold ourselves accountable for – and that doesn’t change. In fact, our editorial independence and commitment to providing advice based on testing and factual research is stronger than ever.”

CNET’s investments include:

  • New identity, new voice, renewed purpose: CNET’s rebranding extends to all areas of the business. It includes a new comprehensive identity, custom illustration styles, responsive motion graphics, and new site navigation that more clearly emphasizes the breadth and depth of CNET’s expertise in many categories. CNET has partnered with COLLINS, the strategy and design firm based in San Francisco and New York City, for the new brand and creative work.
    • CNET also commissioned illustration graphics from graphic designer Robert Beatty.
  • New Shopping & Deals browser extension: CNET goes beyond buying advice and now takes it a step further by saving consumers money directly. With the simple addition of a browser extension called “CNET Shopping,” consumers can find the lowest price and apply coupons across thousands of websites and millions of products. The extension finds users an average savings of $232 per month. CNET continues to invest in improving deal and price alert features as they help their audience deal with rising costs and inflation.
  • Extended Coverage: With the largest CNET editorial team in the last decade, CNET is increasing its commitment to trusted editorial coverage and expertise in categories like technology, wellness, money, culture, home, games and autos.

“CNET has evolved from a consumer tech review site into a brand that helps our audience seize opportunities and make informed decisions about what to do or buy next,” said Marc McCollum, President of Media and Commerce at Red Ventures. “CNET has long been a destination for expert insight and trusted advice on consumer electronics. It’s part of our legacy and now we’re evolving to help audiences make smart decisions in even more ways, and today’s announcement is just the beginning of a series of changes for our audience. CNET’s new brand identity is a key symbol of how we are investing in developing the brand.”

To learn more about the relaunch, visit: https://www.cnet.com/welcome/

Methodology:

CNET hired research firm Material to conduct the consumer surveys. The total sample size for the first was 3,246. Fieldwork for this study was conducted from 02/26/21 to 03/09/21. The total sample size for the additional research was 4,021. Fieldwork was conducted from Q2 2021 to Q1 2022.

Via CNET:

CNET, now a Red Ventures brand, covers what’s new and why it’s important to help people around the world navigate the accelerating change. For more than 25 years, CNET’s global team of editors, reporters, photographers and videographers has provided the news, tools and advice to empower its audiences. From technology, wellness, money, climate, culture, gaming, home and cars, CNET anticipates what’s next and acts first on the topics that interest you.

About Red Ventures:

Over the past 20 years, Red Ventures has built a platform of companies, trusted brands, proprietary technologies and strategic partnerships that work together to connect millions of people with expert advice. Through premium content and personalized digital experiences, Red Ventures creates online journeys that make it easier for people to make important decisions about their home, health, travel, finance, education and entertainment. Founded in 2000, Red Ventures spans five continents and employs more than 4,500 people. Red Ventures owns and operates several major digital brands including CNET, ZDNet, Healthline Media, The Points Guy and Bankrate.

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