The world's leading chess magazine
New In Chess (newinchess.com) scores 60 out of 100 on Brand Analyzer, placing it in the Developing tier among Media & Entertainment brands, Education brands, in the 6th percentile of 23275 Media & Entertainment brands.
New In Chess is a chess media company founded in 1984 and headquartered in Alkmaar, Netherlands. It produces a chess magazine along with books, analysis, and training resources aimed at chess enthusiasts and professionals. The brand is positioned as a leading authority in chess journalism, offering in-depth coverage of tournaments, players, and strategy for audiences ranging from hobbyists to grandmasters.
| Brand Name | New In Chess |
|---|---|
| Domain | newinchess.com |
| Industry | Media & Entertainment, Education |
| Founded | 1984 |
| Headquarters | Alkmaar |
| Main Competitors | Chess.com (94/100), Chess Life (US Chess Federation), ChessBase (88/100), British Chess Magazine (76/100), Chess24 (85/100) |
Moz Domain Authority 50/100 vs category average 52 / leader 100 - limited third-party links, so AI systems rarely encounter mentions of the brand.
Ranked #440,414 on the Tranco list of most-visited sites - modest traffic makes the brand easy for AI models to overlook.
New In Chess has a dedicated Wikipedia entity - a top-weighted signal AI models rely on to identify and describe the brand.
The homepage meta description reads "To provide chess enthusiasts with high-quality journalism, analysis, and resources about the game of chess." (No meta description) - this is the summary AI engines are most likely to quote.
Structured data on the homepage: No structured data or Open Graph tags detected. Adding Organization and FAQ schema would further help AI crawlers parse the brand's identity.
AI-crawler access: No robots.txt found (default: all bots allowed, but explicit file preferred) - robots.txt controls whether engines like GPTBot and ClaudeBot can read the site at all.
Social footprint: verified profiles on X (Twitter), Facebook, Instagram; no detected presence on LinkedIn, YouTube, GitHub - consistent profiles reinforce the brand's identity across the web.
0 Reddit mentions - community discussion signals real-world reputation to AI models.
Live results from asking a general-purpose AI assistant about the brand, checked September 2026.
When asked "What is New In Chess?", Claude could identify the brand as of September 2026. New In Chess is a Dutch publishing company that produces New In Chess Magazine, a well-regarded international chess magazine, along with chess books and the Yearbook series covering opening theory. Best known for New In Chess Magazine, a leading international chess publication.
When asked "Best brands similar to New In Chess?", Claude would recommend New In Chess as of September 2026. It's one of the most respected and long-running names in chess publishing, so it would naturally come up when discussing top chess media brands.
Common questions people ask in Google, ChatGPT, Claude, Gemini, Perplexity, and other AI search engines.
New In Chess's main competitors in Media & Entertainment: Chess.com (94/100), ChessBase (88/100), British Chess Magazine (76/100), Chess24 (85/100).
Sources: Brand Analyzer scan
New In Chess offers a chess magazine, books, and training tools designed to provide analysis, journalism, and educational resources about chess.
Sources: New In Chess official site
New In Chess is a chess magazine and media company founded in 1984 and based in Alkmaar, Netherlands. It provides journalism, analysis, and educational resources about chess, serving players and professionals worldwide.
Sources: New In Chess official site
New In Chess has limited AI-search visibility, scoring 44/100 on Brand Analyzer's AI visibility composite (visibility 62, trust 29, recommendation 30). This estimates how likely AI engines like ChatGPT, Claude, Gemini and Perplexity are to know, trust, and recommend the brand.
Sources: New In Chess official site
New In Chess was founded in 1984. New In Chess operates in the Media & Entertainment category. It is analyzed by Brand Analyzer across seven brand dimensions and AI-search visibility.
Sources: Wikidata
New In Chess is headquartered in Alkmaar. New In Chess operates in the Media & Entertainment category.
Sources: Wikidata
New In Chess produces chess journalism, including a magazine, books, and training tools. It covers tournaments, players, and strategy, offering in-depth analysis and educational content for chess enthusiasts and professionals.
Sources: New In Chess official site
New In Chess scores 30/100 on Brand Analyzer's AI recommendation signal, indicating it is less likely to be surfaced when AI assistants like ChatGPT suggest Media & Entertainment options. Recommendation depends on crawlability, structured data, and category authority; a Wikipedia presence helps.
Sources: New In Chess official site
New In Chess can improve AI discoverability by strengthening structured data (Organization and FAQ schema), maintaining an accurate Wikipedia/Wikidata entity, earning authoritative citations, and keeping content crawlable for AI bots. Brand Analyzer measures these as visibility, trust, and recommendation signals.
Sources: New In Chess official site
New In Chess is used by chess players, enthusiasts, and professionals, ranging from hobbyists to grandmasters, who seek expert chess content and educational materials.
Sources: New In Chess official site
New In Chess is known for its high-quality, expert-driven chess magazine and its long-standing reputation as a trusted source of in-depth tournament coverage, player profiles, and strategic analysis since 1984.
Sources: New In Chess official site
New In Chess scores 44/100 for AI visibility - how well ChatGPT, Claude, Perplexity and Google AI Overviews can discover, identify and cite the brand.
New In Chess has a limited AI-visibility profile at 44/100 - a proxy for how readily ChatGPT, Perplexity and Google's AI Overviews can recognise and cite it. Its strongest area is visibility (62/100) and its weakest is trust (29/100). It benefits from a recognised Wikipedia company entity, a Wikidata knowledge-graph entry and a global traffic rank of #440,414 (Tranco). The main gaps holding it back: thin schema.org structured data and no llms.txt to steer AI to its best pages. In a live check, Claude could already identify New In Chess from memory (September 2026) - a sign these signals are paying off.
The score combines seven dimensions - name quality, digital presence, visual identity, messaging clarity, trust foundation, AI discoverability, and brand authority - into a single objective benchmark.
Ranked closest to New In Chess: National Football Museum (60/100), Hobbies Tracker (60/100), Lewd.ninja (60/100), 新东方 (New Oriental) (60/100).
A step up - brands to learn from: Ziyouz (71/100), Ziggo GO (71/100).
Category leader: Change.org (97/100).
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