Trinity's editorial and commercial teams join hands

Trinity Mirror chief executive Sly Bailey says her editorial and commercial teams are working “hand in hand” for the first time to develop the company’s titles.

Bailey, who took over the top job at Trinity Mirror last year, said the company had adopted what it calls a forensic approach to the issue of sliding circulations in its national and regional daily papers.

Speaking at the Media 360 advertising industry conference, she said: “In my own company we are redoubling our efforts to get closer to our audiences, to understand our readers better, to be ever more agile and responsive to their needs and interests.

“At Trinity Mirror we’re adopting what is best described as a ‘forensic’ approach to the issue, with the regular and disciplined use of research informing product changes as well as publishing and editorial decisions.

“Above all, we’re focusing on consistency in everything we do. Our editorial and commercial teams are, for the first time, working hand in hand to develop our existing brands and to create new ones.

“Put simply, we’ve asked our customers what they want and, using our editorial and publishing skills, we’ve responded with new and revitalised products. About time too, I’m sure many of you will say.”

By Dominic Ponsford

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