TIM BOWDLER - CHIEF EXECUTIVE, JOHNSTON PRESS
- In the recent ABCs, which titles were your star performers?
A considerable number of our weeklies produced gains. Among these, the Hemsworth & South Elmsall Express was up by 27.9 per cent, the East Lothian News series was up by 13.2 per cent and The Epworth Bells was up 5.4 per cent.
- Why do advertisers use your titles?
Our titles alone offer very high local market penetration with corresponding levels of advertiser response, a position which has been greatly strengthened by our heavy ongoing investment in complementary digital channels. The regional press offers advertisers a proven, highly effective channel to market in local markets.
- Online is clearly a growing area for regional newspaper businesses. How have you capitalised on this?
Johnston Press is investing increasing amounts in the organic development of digital channels, which have become an integral part of our local publishing capability. Newsroom convergence has led to rich websites that also carry comprehensive classified listings under the "Today" brand. Unique users, page impressions and digital revenues continue to grow strongly.
- Are there other innovations you have introduced to grow revenues?
Layering our markets with new print titles continues with more than 70 launches during the first half of 2007, including community newsletters, City Lite editions and commuter newspapers. We have also introduced common ad platforms across a number of our larger titles to attract new display revenues, a recent example being a supplement dedicated to the smoking ban in England.
- How has the evolution of the free daily newspaper market impacted on your paid-for titles?
The vast majority of our markets are outside those areas covered by a free daily newspaper. Even in those markets where there is a free daily newspaper, the impact has been minimal since their content is very different from the highly local focus of our titles.
- Do you think there is the possibility of further consolidation among regional newspaper groups?
Yes, we believe that further industry consolidation is certain to happen and also that this will be good for advertisers and readers alike.
- How effective is the regional press generally in building brand awareness?
Local newspapers and their cross-platform brand extensions are proven in their effectiveness across a range of communication goals, from building awareness right through to driving sales. The industry has invested heavily in a robust, independent research programme, "the wanted ads", which has conclusively demonstrated the power of local newspapers and how advertising is more welcomed than in any other medium.
- Can you name a story from one of your titles that best sums up the appeal of regional press?
The death of a head teacher in Peterborough. A story was posted on the Peterborough Evening Telegraph's website. Posted tributes contributed to further front-page stories in the newspaper. The online stories generated more than 20,000 article views and helped sales of the newspaper.
STEVE ANDERSON-DIXON - REGIONAL MANAGING DIRECTOR, NORTHCLIFFE WEST & WALES
- In the recent ABCs, which titles were your star performers?
Northcliffe West & Wales did well in the recent ABCs, especially our weekly titles: The Forester and The Somerset Guardian. But worthy of mention are The South Wales Evening Post, which continues to be the largest-selling newspaper in Wales, and The Bath Chronicle, which of course becomes a weekly paid-for newspaper at the end of September, building on the strong circulation foundations more recently established.
- Why do advertisers use your titles?
Advertisers use our titles and our websites because we deliver more local reach and greater local response than any other medium. They use us because they know we are at the heart of all things local.
- Online is clearly a growing area for regional newspaper businesses. How have you capitalised on this?
We've changed into an integrated local media business. Newspapers are at the heart of what we do, but we are a multimedia organisation. The internet is fundamental to who we are and what we do: commercially and editorially. This manifests itself in the way in which we recruit, the training we provide and the focus we give to our digital proposition. Our content-rich websites have grown our audience and the reach we deliver for advertisers.
- Are there other innovations you have introduced to grow revenues?
We are never short of good ideas. Our portfolio offers a great range of opportunities and some really creative and imaginative ways to generate incremental revenues. From niche magazines, e-newsletters, contract publishing, microsites, direct mail, events sponsorship and commercial photography, to name just a few.
- How has the evolution of the free daily newspaper market impacted on your paid-for titles?
Very positive: we've increased the size of audience, extended reach and grown ad revenues. It's meant we can engage with an audience that we may not have had a relationship with before. We invest enormously and protect fervently our position as the first choice media business for local news and information. We deliver this through content-rich websites and printed publications, such as Metro, which is a significant part of our portfolio.
- Do you think there is the possibility of further consolidation among regional newspaper groups?
Yes, particularly those publishing opportunities that are contiguous. This provides the economies to be able to reinvest heavily in print and online.
- How effective is the regional press generally in building brand awareness?
Very effective. Local newspapers understand the concerns and the issues that affect the local population better than any other media and are seen to be the most trustworthy. Advertisers benefit from this potency to reach their target audiences in a personal, intimate and authentic manner. The recall of national brands is greater in the regional press because of the unique, trusting relationship we have with our readership.
- Can you name a story from one of your titles that best sums up the appeal of regional press?
The Gloucester Citizen campaigned to keep open the Stroud Maternity Hospital, which was destined for closure. The story, "WE DID IT - the battle to save Stroud Maternity Hospital ends in famous victory", truly encapsulates our spirit: "At the heart of all things local."