Bgsd creative workshop2016

Business

PlanExecutive Summary 2016

“Fill the gap” campaign

October 2015

Agenda

• Local World Strategy

• Portfolio development

• Commercial Opportunities

• People

Local World

Strategy 2016Exceed business goals.

Increase digital audience by minimum 30%.

Stabilise the sale of our print products to single digit decline.

Fill the gap between print advertising decline and digital advertising revenue

growth .

Grow data on users so ultimately they become consumers.

Maximise opportunities with existing portfolio.

Highly motivated and multi-skilled staff.

Grow subscriptions.

Be the best multi-media division in Local World.

.

Portfolio development

Bristol Portfolio Review

• Why review the

portfolio?

• Profit growth year on

year

• Fast growing digital

audience

• Fast growing digital

revenues

Bristol Portfolio Review• South West newspaper of the

year

• Print and circulation revenues

of more than £7m

• Print revenues -12% year on

year

• Circulation decline of -10%

• Circulation revenue shored up

by a price rise

• Retail sale of 15,000 in an area

of 510,000

• Reaching a circulation and

response tipping point

Bristol Portfolio Review

• Second-biggest free weekly in

the UK

• Print revenues of £1.3m

• Print revenues are -28%

• Print and distribution cost of

£1m

• Advertisers are not wedded to

the product

• It will be loss-making within 18

months

Bristol Portfolio Review• Reduce Observer distribution,

run it for cash?

• More price rises on the Post?

• Neither option is a solution for

growth

• We have a much better idea

• Takes Manchester model

further

• Creates a strong solution under

one brand

• Creates a platform for digital

growth

• Post penetration goes from

29%-49%• Better contribution to the

bottom line

Bristol Portfolio Review• Bristol Post proposed to become hybrid model

• Paid-for, free pick-up and door to door on Thursday & Friday

• 150,000 copies across both days

• City package for advertisers on Thursday/Friday to include digital and print

• Option to buy City package Thursday or Friday

• Conversion of £1m advertising revenue from Observer

• Bristol Post digital first loved & supported by print

• Close North Somerset Mercury

Bristol Portfolio Changes

Model1 : Closing Observer

Model2: Bristol Post PaidFor plus Bristol Post Free

2016 2017 2016 2017

No Changes Model 1 Model 2 No Changes Model 1 Model 2 Var Var % Var Var %

Profit 2,791,036 2,082,272 3,131,338 2,084,245 1,626,718 2,408,975 340,302 12.2% 324,731 15.6%

Budgeted 20,000 copy reduction delivering print/distribution savings: 210743

Net potential profit increase 129,559

Gloucestershire

• Monthly GL glossy magazine to be

incorporated into GL/Weekend

weekly

• £1 cover price on Saturday

• Aligning the portfolio to focus on

digital marketing and print

• 3 websites – 3 print brands

Somerset

• Weekly magazines in

each print title

• £1 cover price

• Newspaper sales

specials i.e.

Glastonbury, Agusta

Westland 100 years

• Closure of IT Magazine

• Focus on Weekend and

digital marketing

National/Regional

• What’s On

• Property Portal

• South West Business

• Google PPC

• Websites

• Digital Display

• Directory

Commercial Opportunities

• What’s On

• Property Portal

• South West Business

• Google PPC

• Websites

• Digital Display

• Directory

Leads Marketing

Advertising Review

• Market salary review – average

salary Field Sales £19k Somerset

- £25k Bristol/Bath - £21k

Gloucestershire

• Alignment of accounts

• Retention and prospect teams

• Appointment setting temp

team

• Digital health check

Objective:

To own the digital space in each of our towns and cities by educating

all businesses in our marketplace

Seminars x 6 per year in each areaHeavy marketing campaign to promote digital marketing

Digital Seminars & Digital Marketing

Events

Events (New)

• £1m revenue

• Overall 50% contribution

• Bristol Green Capital

• Health Awards

• EDGE Awards (Digital)

Newspaper Sales

Pillar Promotions

• Win a Minibus

• Win a Wedding

• Win £15k for your

community

• Baby of the Year

• Smaller promotions

secured for the year

Outdoor Events

Newspaper Sales

Retention

• Plus loyalty

• Targeted canvassing

plan

• Business partnerships

• Retailer telephone

sales calls

People

• Editor of the future programme

• Future sales directors training

• Junior management programme

• FTE & Salary Review

• Media hub implementation

• Development & objectives for all

departments

Opportunities

• John Lewis

announcement in

Cheltenham

• Gloucester Citizen

140th anniversary

• Positively Bristol/Bath

& Gloucestershire

• Streamlined focus on

portfolio