Trinity Mirror Solutions' chief revenue officer, James Wildman, has penned an opinion piece for MediaTel, one of the UK’s leading sources of insight for the media industry.
James chose to focus on how a heritage newsbrand should commercially evolve for a digital future.
“The challenge for a heritage newsbrand is to evolve for a largely digital future, where news itself is largely commoditised and free, without forgetting that - outside the adland media bubble - most people in the UK are not like us.
“In fact, between the top and bottom 25 per cent of earners is a huge section of people, a mass market, that we call Modal Britain. They are the people that make Britain tick and keep it ticking over, they man the call centres, drive the trains, teach our children and are at the heart of the NHS. Our content needs to serve this audience and its values.
“With this in mind, my advice to any heritage newsbrand is three-fold. Firstly, understand that native advertising is inevitable and important, but this doesn't necessitate compromising your editorial integrity.
“Secondly, it's crucial to remember that this integrity provides the foundation for building your relationship with your audience.
“Lastly, recognise that advertising is not the enemy of editorial but a critical partner that can help independent commercial journalism thrive.”
Click here to read the full opinion piece.