National Press

John Reynolds, mediaweek.co.uk, 27 October 2009, 11:38am

National newspapers explore new approaches to marketing

LONDON - The departure of Marc Sands, the high-profile marketing director of Guardian News & Media, is the latest in a string of changes in marketing strategies at Britain's national newspapers.

Sands: to leave paper in shake-up

His departure means The Guardian's marketing function is now effectively being subsumed into that of Adam Freeman, its newly appointed director of consumer media. Sands' departure was part of a boardroom shake-up at Guardian News & Media that also led to the exit of Joe Clark, director and general manager of its newspapers.

Meanwhile, other newspapers are changing their marketing approaches. The Mirror's new marketing director, Lorraine Fraser, is reviewing its media and 15-year incumbent Zenith-Optimedia will not be repitching. News International recently decided not to replace its departing chief marketing officer, Jeremy Schwartz, and the London Evening Standard is cutting back on its marketing output.

Newspaper marketing continues to evolve, with News International exploring strategies such as its Times+ customer loyalty scheme. Some believe the days of board-level marketing executives presiding over big-brand campaigns could be ending.

According to The Nielsen Company, the seven main national newspaper groups spent a combined £80m on media in the 12 months to 30 September.

Andrew Mullins, managing director of the London Evening Standard, said: "Newspapers are a real dichotomy. They love the idea of the power of the brand and loyalty, but they are driven by short-term audiences. The longer-term [marketing] agenda gets overtaken by short-term demands."

He added: "In the boom years in the 1990s, with advertising revenues going through the roof, marketing budgets were swelling. But once the recession hit, it was the first place to be cut."

Andrew Marsden, brand consultant and a former marketing director at Britvic, believes top marketers can make a difference at national newspapers.

He said: "For The Guardian, this is a brave move. An investor would be asking questions as someone on the board needs to have responsibility for managing the company's most valuable asset, its brand."

Newspaper marketing: spend and strategy

Associated Newspapers: £15.1m

Media agency
Starcom MediaVest Group

Ad agency
M&C Saatchi

Who runs marketing
Chief marketing officer, Roland Agambar.

Guardian News & Media: £2.6m
Media agency
PHD

Ad agency
Wieden & Kennedy

Who runs marketing
No marketing director; func-tion effectively run by Adam Freeman, director, con-sumer media.

Telegraph Media Group: £2.9m
Media agency
Carat

Ad agency
Adam & Eve

Who runs marketing
Doesn’t have a marketing director.

News International: £47.4

Media agency
Mindshare

Ad agency
Euro RSCG

Who runs marketing
Alex Lewis, mar-keting director, Sun, NotW. Rob Painter, interim marketing direc-tor, Times. Katie Vanneck, head of Customer Direct.

Independent News & Media: £1.2m
Media agency
Walker Media

Ad agency
Freud Communications

Who runs marketing
Paul Little, marketing and circulation director.

Trinity Mirror: £8.4m
Media agency
ZenithOptimedia
(under review)
Ad agency
Delaney Lund Knox Warren

Who runs marketing
Marketing director, Lorraine Fraser.

Express Newspapers: £2.4m
Media agency
MediaCom

Ad agency
Dataturn

Who runs marketing
Head of marketing, Sophie McLeod.

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All Comments

Mark Palmer - 27 October 2009

The reality is that what has changed is the idea of BRAND marketing as in what we stand for ads. The financial efficacy of promotional ads - Free Robbie WilliamsOLD CD etc is also under scrutiny for its payback. Marketing is more important than ever - but increasingly it is about business models, loyalty ideas and partnerships. More and more a lot of this links to social media and the web or point of sale drivers. Perhaps if we stop thining of marketers and started to think of brand behaviour publishers....we can see a new role. Of course it can be done by a marketer.- the answer however will often be in how the media works to be dynamic - so the marketer in a team - that comes up with brand behaviour ideas - rather than ad campaigns.