View all newsletters
Sign up for our free email newsletters

Fighting for quality news media in the digital age.

Free magazine publisher Shortlist Media reveal plans to make 50 per cent of revenue from digital

By Freddy Mayhew

Shortlist Media, publishers of Shortlist and Stylist magazines, is looking to double its digital revenue in an effort to make digital account for half of income by 2018.

The publisher, which also runs the Mr Hyde and Emerald Street lifestyle websites and daily email newsletters, has said it aims to do this by boosting “email, branded content and video”.

To achieve its commercial aims, Shortlist Media has appointed Emily Palmer – former Reuters head of programmatic advertising – as its head of digital, leading a team said to be taking a “data-driven approach… with a creative, human touch”.

The publisher has also appointed Nicola Marsh as its head of creative strategy, taking a lead on sponsored content partnerships.

Marsh, a former vice president and group director at Vice Media, has previously worked on developing digital and sponsored content at the Guardian, Telegraph and Grazia magazine.

Shortlist Media has already invested in an in-house database team to support more personalised emails for its brands in an effort to double its email newsletter audience.

The move to expand digital revenue comes as print advertising across the industry has experienced continuing decline while the cost of printing has risen as the pound has dropped following the Brexit vote.

Content from our partners
MHP Group's 30 To Watch awards for young journalists open for entries
How PA Media is helping newspapers make the digital transition
Publishing on the open web is broken, how generative AI could help fix it

Palmer said: “The digital advertising industry has hit a tipping point. Brands are now steering strategy and activation toward transparency, safety and the holy grail of combined audience and contextual relevance.”

 

Topics in this article :

Email pged@pressgazette.co.uk to point out mistakes, provide story tips or send in a letter for publication on our "Letters Page" blog

Select and enter your email address Weekly insight into the big strategic issues affecting the future of the news industry. Essential reading for media leaders every Thursday. Your morning brew of news about the world of news from Press Gazette and elsewhere in the media. Sent at around 10am UK time. Our weekly does of strategic insight about the future of news media aimed at US readers. A fortnightly update from the front-line of news and advertising. Aimed at marketers and those involved in the advertising industry.
  • Business owner/co-owner
  • CEO
  • COO
  • CFO
  • CTO
  • Chairperson
  • Non-Exec Director
  • Other C-Suite
  • Managing Director
  • President/Partner
  • Senior Executive/SVP or Corporate VP or equivalent
  • Director or equivalent
  • Group or Senior Manager
  • Head of Department/Function
  • Manager
  • Non-manager
  • Retired
  • Other
Visit our privacy Policy for more information about our services, how New Statesman Media Group may use, process and share your personal data, including information on your rights in respect of your personal data and how you can unsubscribe from future marketing communications.
Thank you

Thanks for subscribing.

Websites in our network