Innovation key to regional media success

27 July 2011

The declining circulations and tumbling ad revenues of UK regional publishers have led to a turbulent ride for the whole sector in recent years

Through necessity, regional publishers are adapting fast, with new technologies and operating models – and when it comes to digital media, we are now seeing increasing experimentation and innovation as these publishers seek to leverage their trusted relationships with local businesses.

Driven by a growing interest in local web content, the online audience for regional papers grew by nearly 25 per cent over the second half of 2010, and is further increasing in 2011.

Digital revenues are also up – in the case of Northcliffe by over 10%, but that only tells half the story.

Regional publishers clearly realise that innovation and new services are the keys to digital success, which is why they are experimenting with a raft of new ideas to attract and retain consumers and drive revenues.

Many are looking to tap into the phenomenal success of localised offers and deals site Groupon. Earlier in 2011, Archant Media bought half of Tickles, a Norwich-based group buying site and is rolling it out across East Anglia. Other publishers have launched their own deals sections on their sites to capitalise on their local strengths.

The appetite for local news and information persists and Johnston Press is supporting this with user generated content, integrating Qype’s digital directory within its regional media sites. This provides user-powered reviews and databases of local events to site visitors, increasing traffic and length of visits. From a partnership perspective, it’s a win-win: Qype benefits from Johnston Press’s large sales team, while the publisher gets to generate online revenues with minimal development outlay.

The need to increase revenues has triggered new business models. Britain’s best-selling regional daily, the Express & Star, based in Wolverhampton, has introduced a bundling deal involving paywall-protected content aimed at boosting print circulations.

With so many more people now watching video on their PCs and smartphones, many regionals have seen the light and are offering video ad formats in partnership with specialist providers and content creators.

And in a move designed to provide more value add to advertisers, Trinity Mirror is now offering marketing services such as web design, SEO and social media strategy, through Ripple Effect, a Liverpool-based agency it acquired.

The key thing about the majority of these ideas is that publishers are turning to best of breed digital partners to implement them, rather than building them internally. This openness allows publishers to benefit from emerging digital innovation and gives new media companies the chance to work with major brands, showcasing their innovation on a regional and national scale. And in turn, this enables the regional publishers to play to their strengths and focus on what they do well – customer relationships, trusted local content, and packaging of local advertising solutions.

This is just a snapshot of the wide range of digital services that regional media are exploring. But overall it bodes well for the future of regional publishers. Like any business, if they are to prosper long term, they need to be able to manage core operations more efficiently than ever while absorbing new ideas and opportunities at pace. In the case of new digital ideas, their doors are now firmly open.

Back to news stories