“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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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
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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)
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An industry facing extraordinary rates of change
•
Explosion of smart phones and tablets
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User generated content
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Aggregation
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Personalisation
•
Social media
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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
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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
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Need for robust and consistent language to describe our cross-platform audience
Take the Daily Mail as example
Print
Monthly
Website & mobile site
“Real –time”
6 monthly
Print UUs x
pagination
Print language
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Digital equivalent?
Source: ABC, NRS; Note: Assumed average pagination of 90 for Mon-Sat Daily Mail
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
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No single right answer
E-editions?
Tablets?
Mobile?
Paywall vs Free?
Subscription vs
Ad funded?
Leveson?
PADD vs
ABCe?
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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
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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
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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
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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
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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
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Accelerating our digital capabilities
Our audience increasingly adopts new technologies and
becomes multi-platform
Print
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Tablet
Web
Mobile
Off Network
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
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Some early insights into our e-edition readers
Long reading time
Average time spent reading of 30 min – slightly behind print
edition (33 min) but well ahead of any website site average time
spent
Offers strong incremental
reach to advertisers
Two-thirds of our readers do not read any other newspaper apps
– offering strong incremental reach and unique user
opportunities for advertisers
Attractive advertising
demographic
More ABC1 than our print demographic, but a little less than the
tablet market as a whole
High engagement
translating directly into
action
Nearly half of all readers have clicked on an ad within the app
Source: based on 4,200 responses, equating to 1/3 of our daily average number of readers
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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
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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
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In summary
•
UK newspapers remain strong and resilient
•
Continuously experiment, adapt and change
•
There is no one-size-fits-all strategy
Distinctive
content
Scale audience
Value for
advertisers
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