'Knight Ridder' Means Information for Life

Although Knight Ridder is the US's second largest newspaper publisher, until recently it has maintained a very low corporate profile.

'Knight Ridder' Means Information For Life

A branding campaign that markets the corporate name

Carol Weber, Knight Ridder

Knight Ridder, the nation’s second largest newspaper publisher, has maintained one of the lowest corporate profiles of any Fortune 500 company.

How low?

  • The Knight Ridder name was put up on its corporate headquarters building only in December 1997 – 23 years after Knight and Ridder merged and only five months before a corporate decision to...

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