News UK Allows Advertisers to Use Same Marketing across Digital Platforms
The publisher News UK is aiming to boost advertising revenues from their subscription-based online offering by breaking the 'artificial divide' between digital platforms.
Instead of having to produce multiple versions to suit different platforms, advertisers will now be able to create a single piece of ad copy that can be replicated in size and position across both print and tablet editions of the Times and The Sunday Times.
Called the "Access One" proposition, this shift is being described by News UK as a "single point of access" to print and tablet readers. It has been devised as a more lucrative alternative to the more traditional mass reach method for selling online ad space.
The new strategy also stems from News UK's refusal to back down from its pay-wall strategy in the face of rivals which are opting for freemium models - they are betting on the premise that audience value instead of mass online reach is the key to boosting publishing revenues.
Managing Director for News UK's commercial arm, Paul Hayes, described the fresh approach as "moving beyond the artificial divide between different readership platforms" and instead "looking at editions and the audiences that they can deliver".
He added: "The Times and The Sunday Times seven day tablet app is the most downloaded quality news title in the market and we believe that every print advertiser should benefit from being able to reach this premium tablet audience in a single purchase. The incremental audience that this proposition delivers is going to add significant value for our advertisers."