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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 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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  • 1. Publishing Landscape 2010 Sara Wilde Regional Managing Director Trinity Mirror North West & Wales
  • 2. 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
  • 3. Set up
    • What we know
    • What we don’t know
    • Opportunities ahead
  • 4. 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
  • 5. 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
  • 6. Steepest downturn in advertising expenditure in recent memory
  • 7. 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
  • 8. 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
  • 9. 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
  • 10. 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
  • 11. 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
  • 12. 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
  • 13. 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
  • 14. 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
  • 15.
    • 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
  • 16. 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
  • 17. 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
  • 18. 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

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