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“My first year in newspapers”

“My first year in newspapers”. Simon Fox Chief Executive Trinity Mirror. UK newspapers – strong and resilient. Core strengths… Quality of journalism Distinctive content remains key to attracting audience Newspapers remain the core outlet of professional journalism .

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“My first year in newspapers”

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  1. “My first year in newspapers” Simon Fox Chief Executive Trinity Mirror

  2. UK newspapers – strong and resilient Core strengths… • Quality of journalism • Distinctive content remains key to attracting audience • Newspapers remain the core outlet of professional journalism

  3. UK newspapers – strong and resilient • Significant reach and engagement • Whilst print newspapers are in gradual decline, they still reach 72% of UK adults Notes: (1) Aged 4+ per BARB; (2) Aged 15+ per NRS or RAJAH; (3) Info extracted from CBS Outdoor and Clear Channel websites, base not specified

  4. UK newspapers – strong and resilient • Delivering a highly targeted audience • Print brands have a clear differentiated positioning and distinctive audiences • We have in-depth insight into our readers – their lives, their behaviour and their expectations Source: Enders Analysis – National newspapers Print and digital audiences 3 April 2013 (NRS PADD data)

  5. An industry facing extraordinary rates of change • Explosion of smart phones and tablets • User generated content • Aggregation • Personalisation • Social media

  6. And adapting fast… • Rapid and continuous levels of innovation • Adoption of technology • Evolving ad formats • Content–led advertising • Digital revenues starting to mitigate decline in print

  7. But with some surprising legacy behaviour… • Inefficiencies in ad booking process • Multiple points of contact • Costly and inefficient • Inefficiencies in providing accurate / timely circulation data • Print • Digital

  8. Need for robust and consistent language to describe our cross-platform audience Take the Daily Mail as example Print Website & mobile site 6 monthly Monthly “Real –time” Print UUs x pagination Digital equivalent? Print language Source: ABC, NRS; Note: Assumed average pagination of 90 for Mon-Sat Daily Mail

  9. NRS PADD provides a good starting point • NRS PADD (“Print And Digital Data”) • First industry-wide cross platform data combining NRS print data and comScore digital data (web only) • Provides unduplicated reach of a print publication and its website • However: • Currently does not incorporate mobile and tablets data • Primarily National titles, limited regionals data • We need a robust and consistent way of measuring our cross platform audience

  10. No single right answer Paywall vs Free? Subscription vs Ad funded? E-editions? Tablets? Mobile? Leveson? PADD vs ABCe?

  11. We have started to address the legacy issues… In advertising: • Organised our national ad sales function into nasa (national advertising sales agency) • Launched “The National” – single ad package comprising multiple daily titles across various regional publishers to achieve national scale

  12. We have started to address the legacy issues… In circulation: • Regionals – Reporting ABC circulation data for our core regional paid daily titles on a monthly basis from H2 2013 • Nationals – Open to sharing our circulation data on a more timely / frequent basis should advertisers require • Digital – while NRS PADD may be a good starting point, need to incorporate tablet, mobile and regionals data

  13. In print, we remained focused on driving circulation • For eight consecutive months the Daily Mirror has outperformed the popular national dailies market Circulation per issue – yoy % Note: (a) Market comprised Daily Mirror, Daily Record, Sun, Daily Mail, Daily Star and Daily Express Source: ABC Jan 11 to Feb 13

  14. Implementing portfolio initiatives • Positioning our brands at the heart of the business • Increasing relevance of our portfolio to drive audience, extend reach and generate revenue growth • Portfolio development initiatives: • Product redesign • Extending targeted reach through hybrids • Editionisation • Weekend editions

  15. Recently launched the Paperpay app • Making it easy for consumers to purchase • Launched PaperPay app in March • Allow people to buy copies of the Mirror and Sunday Mirror newspaper through the use of a barcode voucher on their smartphones

  16. Accelerating our digital capabilities Our audience increasingly adopts new technologies and becomes multi-platform Print Tablet Web Mobile Off Network

  17. Our Daily Mirror and Daily Record iPad e-editions are free to download • E-editions of Daily Mirror and Daily Record launched for iPad. Android versions planned for Q2 2013 • Total downloads from Apple: 120k • Business model and pricing strategy to vary by title based on audience demographics and market positioning of our brands • Free: Daily Mirror (Mon-Fri), Daily Record (Mon-Fri), some regional titles • Paid: larger regional titles with strong market penetration, business focus titles

  18. Some early insights into our e-edition readers Source: based on 4,200 responses, equating to 1/3 of our daily average number of readers

  19. Our websites remain free to access • Enhanced image galleries and video; comprehensive What’s On guides; weather; traffic and travel; quizzes and elements of news personalisation • Encouraging progress in growing audience and engagement • Mirror Online page views up 62% yoy in March 2013

  20. About a quarter of our digital traffic is now via mobile • Mobile usage already accounts for 25% of our monthly digital traffic and we believe this to grow rapidly in the next three years • Similarly we are making good progress in growing mobile audience and engagement • Mirror mobile page views up 61% in March 2013

  21. In summary Distinctive content • UK newspapers remain strongand resilient • Continuously experiment, adapt and change • There is no one-size-fits-all strategy Scale audience Value for advertisers

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