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How do you get your news? 83.9% of all British adults (41m people) read a regional newspaper 28.1% of those do not read a national The average Briton spends 27.8 minutes reading their local paper The regional press is a £4bn industry -advertising contributes 73% of all revenues.

83.9% of all British adults (41m people) read a regional newspaper

28.1% of those do not read a national

The average Briton spends 27.8 minutes reading their local paper

The regional press is a £4bn industry -advertising contributes 73% of all revenues.

Wrong. People are accessing their news differently... From this: To this: And the biggest change of all is: CHOICE

There are more news sources than ever–

Reach people Segment our audiences Start conversations Engage and interact audiences Seek views, help, feedback, information Open new channels of communication Be more transparent Accept accountability We need to find more effective ways to:

Reach people

Segment our audiences

Start conversations

Engage and interact audiences

Seek views, help, feedback, information

Open new channels of communication

Be more transparent

Accept accountability

segments its regional audience to target the Business sector Focusing on a niche market of business professionals Offering bespoke print and digital channels for that market Inviting feedback – and listening to it Striving for convergence by working across platforms with external partners

Focusing on a niche market of business professionals

Offering bespoke print and digital channels for that market

Inviting feedback – and listening to it

Striving for convergence by working across platforms with external partners

Our audience ( 2006 research ) Wealthy, middle-aged, influential and intelligent Professional and Managerial - Service sector Enjoy golf, eating out, Typically respond to financial services, car advertisements Low-tech Relatively small population group

Wealthy, middle-aged, influential and intelligent

Professional and Managerial - Service sector

Enjoy golf, eating out,

Typically respond to financial services, car advertisements

Low-tech

Relatively small population group

Our audience ( 2007 research ) Growth in 25-34-year-old readership 25% are social grade AB Loyal (60% read the LPD 4+ times a week) 25% hold executive roles, mainly within the Public Service or Financial Services sectors 27% read the LDP before 9am; 34% between noon and 3pm

Growth in 25-34-year-old readership

25% are social grade AB

Loyal (60% read the LPD 4+ times a week)

25% hold executive roles, mainly within the Public Service or Financial Services sectors

27% read the LDP before 9am; 34% between noon and 3pm

What had changed? 6,000 free copies of the Daily Post being circulated in key city commuter areas Relaunched, stand-alone website www.liverpooldailypost.co.uk with daily business news bulletins Niche portals www.ldpbusiness.co.uk and www.ldplegal.co.uk

6,000 free copies of the Daily Post being circulated in key city commuter areas

Relaunched, stand-alone website www.liverpooldailypost.co.uk with daily business news bulletins

Niche portals www.ldpbusiness.co.uk and www.ldplegal.co.uk

And in 2008... 60% increased readership frequency since free copies made available Sponsored niche online & print platforms Launch of: LDP Business radio show LDP Business magazine LDP Business Club LDP Mobile LDP Creative Blogs & podcasts 3 rd party daily Markets bulletins Live-blogging major events Sponsored business and legal awards

60% increased readership frequency since free copies made available

Sponsored niche online & print platforms

Launch of:

LDP Business radio show

LDP Business magazine

LDP Business Club

LDP Mobile

LDP Creative

Blogs & podcasts

3 rd party daily Markets bulletins

Live-blogging major events

Sponsored business and legal awards

Some examples...

And in 2009... Website redesign More niche online channels planned Linking out and SEO to be implemented as standard Reporters to have greater control over storytelling/presentation Ning social networks under development Landing pages project will see greater value for online users Introduction of new online commenting systemÂ

Website redesign

More niche online channels planned

Linking out and SEO to be implemented as standard

Reporters to have greater control over storytelling/presentation

Ning social networks under development

Landing pages project will see greater value for online users

Introduction of new online commenting systemÂ

Discovering what our audience wants... Online tools (e.g. Omniture, Google Keyword) can help us create effective, searchable digital content News video packages – short, rich information bursts Timelines – encourage return visits for updates Blogs – promote interaction Image galleries – especially networking events! Podcasts – a welcome diversion from the commute Forums – provoke debate and lead to reverse publish opportunities

Online tools (e.g. Omniture, Google Keyword) can help us create effective, searchable digital content

News video packages – short, rich information bursts

Timelines – encourage return visits for updates

Blogs – promote interaction

Image galleries – especially networking events!

Podcasts – a welcome diversion from the commute

Forums – provoke debate and lead to reverse publish opportunities

Tailoring content packages Dedicated print pages daily, weekly 16-page supplement Bi-monthly magazine focusing on industry sectors, personalities, issues and events Downloadable content – podcasts, radio show Rss feeds, ftse ticker, e-newsletters Liveblogs of interest-specific events eg. financial crisis Branded YouTube channel extends reach

Dedicated print pages daily, weekly 16-page supplement

Bi-monthly magazine focusing on industry sectors, personalities, issues and events

Downloadable content – podcasts, radio show

Rss feeds, ftse ticker, e-newsletters

Liveblogs of interest-specific events eg. financial crisis

Branded YouTube channel extends reach

Growing our audience Online professional networks e.g. LinkedIn extends our connections Facebook groups allow us to discover/join conversations... ... as do bloggers Online tagging provides greater depth for online readers Geo-tagging gives area-specific stories

Online professional networks e.g. LinkedIn extends our connections

Facebook groups allow us to discover/join conversations...

... as do bloggers

Online tagging provides greater depth for online readers

Geo-tagging gives area-specific stories

Growing our audience LDP Business writers encouraged to establish themselves as brands Innovative storytelling promoted and shared as best practice e.g. Crowdsourcing, online polls, marketing story ideas Transparency and accountability must be viewed as important as accuracy and reputation

LDP Business writers encouraged to establish themselves as brands

Innovative storytelling promoted and shared as best practice e.g. Crowdsourcing, online polls, marketing story ideas

Transparency and accountability must be viewed as important as accuracy and reputation

Marketing ourselves - LDP Business Club 800 members since Feb 2008 launch - 96% from CEO/MD managerial tier Members-only website channel within ldpbusiness.co.uk Receive exclusive content daily – e-newsletters/business bulletins/offers Business breakfast meetings, hosted events and networking meets Emphasis is on exclusive status of club and networking opportunities

800 members since Feb 2008 launch - 96% from CEO/MD managerial tier

Members-only website channel within ldpbusiness.co.uk

Receive exclusive content daily – e-newsletters/business bulletins/offers

Business breakfast meetings, hosted events and networking meets

Emphasis is on exclusive status of club and networking opportunities

FINALLY...

Engaging the business community Remember: They are time-poor but technology-rich Deliver information in quick, easy to access/load packages Listen to feedback – business people know what they want Provide real-world interaction but make it easy for them build professional local networks online too

Remember: They are time-poor but technology-rich

Deliver information in quick, easy to access/load packages

Listen to feedback – business people know what they want

Provide real-world interaction but make it easy for them build professional local networks online too