“My first year in newspapers”
If you can't read please download the document
description
“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 . - PowerPoint PPT Presentation
Transcript of “My first year in newspapers”
Slide 1
My first year in newspapersSimon FoxChief ExecutiveTrinity Mirror
Core strengths
Quality of journalismDistinctive content remains key to attracting audienceNewspapers remain the core outlet of professional journalism UK newspapers strong and resilient
Trinity Mirror plcSignificant reach and engagementWhilst print newspapers are in gradual decline, they still reach 72% of UK adults
UK newspapers strong and resilientNotes: (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
Trinity Mirror plcDelivering a highly targeted audiencePrint brands have a clear differentiated positioning and distinctive audiencesWe have in-depth insight into our readers their lives, their behaviour and their expectations
UK newspapers strong and resilientSource: Enders Analysis National newspapers Print and digital audiences 3 April 2013 (NRS PADD data)
Trinity Mirror plcExplosion of smart phones and tabletsUser generated contentAggregationPersonalisationSocial mediaAn industry facing extraordinary rates of change
Trinity Mirror plcTransition slide: the first sub-bullet point will appear together with the many photographers photo. The 2nd sub-bullet point will appear with the St Peters Square photo on comparison of 2005 vs 2013And adapting fast
Rapid and continuous levels of innovationAdoption of technologyEvolving ad formatsContentled advertising Digital revenues starting to mitigate decline in print
Trinity Mirror plc
Trinity Mirror plc#Inefficiencies in ad booking processMultiple points of contactCostly and inefficient
Inefficiencies in providing accurate / timely circulation dataPrintDigital
But with some surprising legacy behaviour
Trinity Mirror plc
Take the Daily Mail as exampleWebsite & mobile siteMonthly6 monthlyReal timeNeed for robust and consistent language to describe our cross-platform audiencePrint UUs x paginationDigital equivalent?Print languagePrintSource: ABC, NRS; Note: Assumed average pagination of 90 for Mon-Sat Daily MailTrinity Mirror plcComparing Daily Mail print to Mail OnlineNRS 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 websiteHowever:Currently does not incorporate mobile and tablets data Primarily National titles, limited regionals dataWe need a robust and consistent way of measuring our cross platform audienceNRS PADD provides a good starting point
Trinity Mirror plc
No single right answerPaywall vs Free?Subscription vs Ad funded?E-editions? Tablets?Mobile? Leveson?PADD vs ABCe?Trinity Mirror plcIn 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
We have started to address the legacy issues
Trinity Mirror plcIn circulation:Regionals Reporting ABC circulation data for our core regional paid daily titles on a monthly basis from H2 2013Nationals Open to sharing our circulation data on a more timely / frequent basis should advertisers requireDigital while NRS PADD may be a good starting point, need to incorporate tablet, mobile and regionals data We have started to address the legacy issuesTrinity Mirror plcFor eight consecutive months the Daily Mirror has outperformed the popular national dailies market
In print, we remained focused on driving circulationCirculation per issue yoy %Note: (a) Market comprised Daily Mirror, Daily Record, Sun, Daily Mail, Daily Star and Daily ExpressSource: ABC Jan 11 to Feb 13
Trinity Mirror plcPositioning our brands at the heart of the business Increasing relevance of our portfolio to drive audience, extend reach and generate revenue growthPortfolio development initiatives:Product redesign Extending targeted reach through hybridsEditionisationWeekend editionsImplementing portfolio initiatives
Trinity Mirror plcMaking it easy for consumers to purchaseLaunched PaperPay app in MarchAllow people to buy copies of the Mirror and Sunday Mirror newspaper through the use of a barcode voucher on their smartphones
Recently launched the Paperpay app
Trinity Mirror plcAccelerating our digital capabilitiesOur audience increasingly adopts new technologies and becomes multi-platform
MobileWebTabletOff Network
Trinity Mirror plc
E-editions of Daily Mirror and Daily Record launched for iPad. Android versions planned for Q2 2013Total downloads from Apple: 120kBusiness model and pricing strategy to vary by title based on audience demographics and market positioning of our brandsFree: Daily Mirror (Mon-Fri), Daily Record (Mon-Fri), some regional titlesPaid: larger regional titles with strong market penetration, business focus titlesOur Daily Mirror and Daily Record iPad e-editions are free to download
Trinity Mirror plcSome early insights into our e-edition readers Long reading timeAverage time spent reading of 30 min slightly behind print edition (33 min) but well ahead of any website site average time spentOffers strong incremental reach to advertisersTwo-thirds of our readers do not read any other newspaper apps offering strong incremental reach and unique user opportunities for advertisersAttractive advertising demographicMore ABC1 than our print demographic, but a little less than the tablet market as a wholeHigh engagement translating directly into actionNearly half of all readers have clicked on an ad within the appSource: based on 4,200 responses, equating to 1/3 of our daily average number of readersTrinity Mirror plcEnhanced image galleries and video; comprehensive Whats On guides; weather; traffic and travel; quizzes and elements of news personalisationEncouraging progress in growing audience and engagementMirror Online page views up 62% yoy in March 2013
Our websites remain free to access
Trinity Mirror plc
Mobile usage already accounts for 25% of our monthly digital traffic and we believe this to grow rapidly in the next three yearsSimilarly we are making good progress in growing mobile audience and engagementMirror mobile page views up 61% in March 2013
About a quarter of our digital traffic is now via mobile
Trinity Mirror plcUK newspapers remain strong and resilient
Continuously experiment, adapt and change
There is no one-size-fits-all strategyIn summaryDistinctive contentScale audienceValue for advertisersTrinity Mirror plc
