With the recent disappearance of The Sun’s paywall comes a new set of opportunities and challenges. But amid the digital changes, News UK’s commercial chief Dominic Carter is determined to reach new audiences and foster more direct relationships with brands and advertisers.
In an environment that is plagued by falling print sales and a move towards digital, it’s undoubtedly a tough time to be a publisher. News UK’s sales director Karin Seymour explains why print brands need to start shouting about the medium to survive.
The campaign group lobbying The Sun to dump its Page 3 feature has criticised the paper’s decision to use “sexualised images of young women” to promote an initiative encouraging women to check their breasts for signs of cancer.
Advertising Week Europe 2014: Producing native content and programmatic buying are the two biggest growth areas for WPP – and therefore for brands – according to Sir Martin Sorrell, whose business manages $75bn of media across the world.
News UK is on the verge of signing a deal with a “prominent” research house and at least one other media owner outside the newspaper industry to commission a study it hopes will create a new universal tradeable metric to determine the success of advertising across platforms.
News UK has insisted the strategy to put The Sun’s content behind a paywall as part of a Sun+ package of content, Premier League highlights and “Perks” is paying off, despite visitor numbers shrinking from 30 million uniques to 117,000 subscribers.
The EasyJet CEO advises marketers to think carefully about what innovation really means to both their customers and their business, as well as consider how they can use digital transformation to create a personalised experience.
Retailers including John Lewis, Ryman, Debenhams, Iceland and New Look have signed up to the scheme, which is supported by charity RetailTRUST and designed to improve long-term financial management and therefore employee wellbeing.