New mobile devices present exciting opportunities for News UK
News UK’s Chief Marketing Officer Chris Duncan explained how the business is successfully transitioning to cater for emerging mobile devices, during the Digital Media Strategies conference held in London.
Duncan discussed how News UK’s investment in quality journalism and approach to treating subscribers as members, has proven to be a successful business model in an evolving digital landscape.
Duncan told the conference:
What we’re demonstrating is that if you invest in the product and invest in the journalism, if you’re conscious about the end-to-end experience of being a subscriber and you manage your audience like a lifetime value company, rather than an edition-based transactional company, there is great value to be had in digital. People say that people won’t pay for content, but The Times’ story shows that actually if managed correctly and if introduced to products and treated like members that’s not the case. The three day conference – which brought together more than 400 CEO’s and senior leaders from around the world – focused on how businesses can develop a profitable and sustainable business model for the digital era.
Duncan pointed out that bundling deals with companies like Apple and Spotify had helped News UK increase it’s digital subscription base and said that as new devices come onto the market, News UK is excited by the opportunities that will emerge.
We can’t predict where the technology will go. What we can work out is what our business is able to do, what’s the right medium for us and how do we communicate news in new models, quickly enough to always keep up with consumers as they go through this journey themselves.