James Wildman, Chief Revenue Officer for Trinity Mirror, spoke to the Drum about the company’s digital push in a piece published online this morning.
‘A look inside Trinity Mirror’s digital fightback’ included messages from James about audience segmentation, the importance of data, ‘printism’ and much more.
An extract reads:
“The publisher is now in the midst of an ‘agency roadshow’, with an update to its ‘Modal Britain’ study (which debuted last year) where it typically profiles its audience. This is a “much welcomed insight,” according to James Wildman, Trinity Mirror, chief revenue officer, who additionally says it is using these insights to challenge the “herd mentality”.
“We see ourselves as something of a challenger,” explains Wildman, speaking with The Drum ahead of its financial statement yesterday (1 August). He goes on to say that the insights unearthed in Trinity Mirror’s studies are likely to run contra to many of the instincts of Charlotte Street’s [i.e. the UK’s media planning epicentre] London-centric media planners.
“Wildman, who has previously held roles at digital industry stalwarts such as Google and Yahoo, went on to say to The Drum: “The pendulum has swung too far … we call it print-sim.”
“In particular, the latest iteration of the study will aim to flesh-out this thesis, with Wildman explaining his view that this ‘print-ism’ is propagated by the dual phenomena, listed below:
“Subjectivity – Charlotte Street media planners are typically in their early-to-mid 20’s, with many assuming their own media consumption patterns are near-universal
“Clients – Media agency staff are often under pressure from clients to deliver ‘media firsts’, and this often results in them trialling digital media activity, before a mass audience is there”
Click here to read the full interview.
This article first appeared in The Drum, 2nd August 2016