Sara Wilde Mc Keown Publishing industry report How-Do Vision+Media NW Creative Industries AGM
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Sara Wilde Mc Keown Publishing industry report How-Do Vision+Media NW Creative Industries AGM

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Sara Wilde-McKeown, Regional Managing Director, Trinity Mirror North West & Wales, delivers her publishing industry report ...

Sara Wilde-McKeown, Regional Managing Director, Trinity Mirror North West & Wales, delivers her publishing industry report

Sara is Regional Managing Director of Trinity Mirror North West & North Wales. The eighty plus North West titles in her portfolio reach 1.8m adults – circa 74% of the region’s adult population and in this capacity. She is also responsible for daily papers in Yorkshire and South Wales and the company’s fast-growing Sport Media division also reports to Sara.

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    Sara Wilde Mc Keown Publishing industry report How-Do Vision+Media NW Creative Industries AGM Sara Wilde Mc Keown Publishing industry report How-Do Vision+Media NW Creative Industries AGM Presentation Transcript

    • Publishing Landscape 2010 Sara Wilde Regional Managing Director Trinity Mirror North West & Wales
    • Share, but please attribute
      • Sara Wilde
      • Regional Managing Director Trinity Mirror North West & Wales
      • http://www.trinitymirror.com/our-portfolio/regionals/north-west/
        • 1 st presented 25 March 2010 at the 1st How-Do/Vision+Media Northwest England’s Creative Industries AGM
      • http://www.visionandmedia.co.uk / www.how-do.co.uk
    • Set up
      • What we know
      • What we don’t know
      • Opportunities ahead
    • What we know – The How Do and Business Link insight
      • Publishing in UK is worth £97 billion
      • Performance in the North West
        • 10% of this - £9.5 billion
        • generated by 8.4% of the UK’s firms
      • Of the 463 publishing firms in the North West over half (57%) employ less than 5 staff.
      • In line with the UK profile over half also have a turnover of less than £400k
      • Yet region is impressively home to 12% of UK’s £40M+ publishing business
      • Trinity Mirror being the biggest regional publisher in the North West and UK
    • What has happened to the sector recently?
      • Advertising revenues across nearly all media hit by structural shifts in spend and cyclical downturn
      • Regional print advertising been heavily affected by cyclical drops particularly in jobs, homes and cars
      • Significant re-structuring of portfolios and operating models
      • Radical review of where the money and the consumer is going
    • Steepest downturn in advertising expenditure in recent memory
    • With the majority of media affected by the economic downturn Total advertising market at -16.6% Source: PricewaterhouseCoopers / Internet Advertising Bureau, The Advertising Association / WARC: WARC estimate for directories. Advertising revenues by media % y/y, H1 2009
    • Digital not immune from the effects of the recession -5.2% -3.6% +11.8% Source: PricewaterhouseCoopers / Internet Advertising Bureau / WARC Digital revenues by type £m, H12007-2009
    • So where are we now?
      • Economic outlook for 2010/ 2011 is cautious but stable
      • Multi-platform and multi-media remains the journey we are on
      • Still massive challenges around forward revenue and business models
      • Despite this our business remains healthy and appetite for forward growth still present
    • What else do we know?
      • Overall audiences have not declined as fast as revenue
      • 40 million people in the UK read a local paper every week
      • 37 million people in the UK use a local website every month
      • TMNW&W portfolio reaches 1.8m people and penetration is up to 70%
      • Our overall portfolio reaches more people than ever
      • So while consumer habits and preferences are changing our reach and relevance can remain strong
    • What is key to us now?
      • Transform - our business in line with advertiser and consumer expectations
      • Develop – our great brands Liverpool Echo, MEN, Daily Post
      • Innovate – to create new models and brands where opportunities exist
      • Engage – to retain maximum level of readers and users with targeted content
      • Get smart - more targeted advertising, priced in line with value and response
      • Get close - knowledge and insight will help widen what we offer consumers
      • Get a move on – disintermediation, fragmentation both opportunity and challenge
    • Trinity Mirror North West & Wales approach
      • Transformation of business fit for multi-platform delivery
      • Consolidate to achieve economies of scale
      • Re-vitalise iconic brands and grow core propositions on and offline
      • Build and engage with audiences across all platforms
      • Diversify – grow or acquire revenues in new services or related areas
    • Organic Diversification- Sport Media
      • Organic growth of new revenues – turning over £3.5m per annum
      • Providing high quality services – programmes and magazines
      • Liverpool Football Club – new contract to 2013
      • New book contract with Chelsea FC
      • Expanding the sport franchise and skills into new markets
    • Diversification – new products
      • Bookazines with the Daily Mirror. Over 200,000 sold in 2009. More in 2010.
      • From Michael Jackson to Georgie Best and steamy soaps
      • Biographies, heritage and fashion
      • TM has built national positions in jobs and property online markets
      • TMNW acquired Rippleffect a web development and e-marketing business
      • Rippleffect brings a new customer base, digital expertise and sport affinity
      Diversification - acquisitions
    • Further diversification
      • New products, new payment models
      • new mobile models for content, (particularly for tablets) may help enrich our products and drive engagement
      • possibility of driving loyalty and premium subscriptions
      • publishers will be able to charge for unique, high value content but this isn't a primary focus for our regional sites
      • mobile revenue opportunities will emerge and mature
      • No single elixir
      • we are intent on transformation but do not envisage closing printing presses on the back of e-books or mobile subscriptions
      • Supporting an ever greater range of experiences (feature phone, smartphone, tablet, desktop) will be challenging but important to do
      • is clear that we must embrace long tail of new generation revenues in order to meet market needs
      • partnerships will be important to our future
    • Footnotes
      • Facebook traffic overtook Google last week in United States
      • People will always want to know things and to learn and curiosity never dies
      • Great content will always find an audience
      • People will pay for really good stuff
      • Businesses still need to “communicate ” with consumers no matter how fragmented the market
      • Reach and relevance remain key and give us a strong platform for the future
    • Share, but please attribute
      • Sara Wilde
      • Regional Managing Director Trinity Mirror North West & Wales
      • http://www.trinitymirror.com/our-portfolio/regionals/north-west/
        • 1 st presented 25 March 2010 at the 1st How-Do/Vision+Media Northwest England’s Creative Industries AGM
      • http://www.visionandmedia.co.uk / www.how-do.co.uk