(CLO) Newsquest's transformation from a traditional publisher to a local digital marketing company is a successful strategy that helps the company diversify its revenue streams.
Newsquest, one of the UK's largest media groups with 250 news brands, is aiming to become a digital marketing company, especially as digital advertising revenue accounts for more than 50% of total advertising revenue.
Founded in 1995 and now part of Gannett (US), Newsquest operates more than 165 newspapers and around 40 websites across England, Scotland and Wales with a monthly traffic of up to 55 million users.
Their publications range from small weeklies to large dailies, while the company maintains a commitment to providing quality local news and advertising, reaching approximately 75% of the adult population.
Illustration photo.
Transforming into a digital marketing agency has been an integral part of Newsquest’s growth strategy. Morgan Stevenson, Director of Digital Transformation at Newsquest, shared in the Innovate Local webinar that this growth has been the result of implementing a number of initiatives and improvements to maintain high profit margins while helping local clients optimize their marketing strategies.
A key part of the transformation was the launch of the LocalIQ brand, which gives Newsquest access to the digital advertising market with social media, search and display advertising solutions.
LocalIQ not only leverages proprietary data and technology, but also intelligently combines Newsquest's own platforms with third-party platforms like Facebook and Google to optimize advertising effectiveness.
Mr. Stevenson said that building a digital sales team and restructuring the approach was critical. Specifically, the sales team focused not only on print but also on digital advertising products, expanding reach and improving customer engagement. This helped the company maintain its print market share while taking advantage of the growth in digital advertising.
The digital advertising market is changing rapidly, and Mr Stevenson notes that local businesses need support to understand and use complex marketing strategies. The combination of traditional and digital advertising allows Newsquest to remain a trusted partner for local businesses.
To optimize revenue, Newsquest has developed various advertising solution packages, from short-term campaigns to long-term, high-value campaigns. This allows customers the flexibility to choose the package that suits their budget and marketing goals.
Importantly, Newsquest has built a feedback system to aggregate data from multiple sources, helping to measure the effectiveness of advertising campaigns and optimize client spend.
Mr Stevenson stressed that providing a complete solution, from advertising on news sites to Facebook campaigns, is a key element of Newsquest's strategy, helping to maintain high profit margins and ensure the company's long-term sustainability in today's fiercely competitive environment.
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Source: https://www.congluan.vn/newsquest-dang-da-dang-hoa-nhu-the-nao-de-tro-thanh-mot-cong-ty-tiep-thi-ky-thuat-so-post324262.html
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