What can the huge changes in the newspaper industry teach us about marketing and branding?
ProfileTree were given a great opportunity to learn from the head of the industry when marketer John Brolly of the highly-successful Irish News took part in a far-reaching video interview.
Covering a huge range of subjects including media trends and newspaper subscription models (see full video), John began by introducing the Irish News (a Belfast-based daily): “The Irish News is thankfully the top performing newspaper in the local newspaper market.
“We have won numerous awards in terms of our editorial content, we have a very very good Editor and a very very good team of journalists. Thankfully we seem to be satisfying the news need that’s out there.
“We’re a go-to product on a daily basis, and long may that continue as it is a challenging market.”
John also explained his work with the newspaper: “I’ve been with the Irish News for 17 years and I’ve enjoyed it, which is why I’ve stayed there for so long. Previous to that I was with Diageo where I was Brand Manager for a few years, and I spent some time in the advertising industry.
“It is a very tough time but at the end of the day you just have to cater for the challenges that are out there in terms of your content and the product offerings that you are putting out.
“For us, print is very much a core part of the business and we hope that is very much so in the future. But we also have an e-paper available on a daily basis from 5am, so if people want to read us electronically on their tablet or their phone they can do that whether they are in Belfast or Dubai or Sydney.
“So, we’re basically opening up now to a global audience. We have a website as well, so for some people who might not want to go for the full e-paper product we have different subscription packages.”
They key? Understanding that “these days there’s no one fit” for everyone.
Also, being sure to excel in a number of areas – such as sport, business and lifestyle – with the right colleagues the key to making this happen.
“It is all about the people in any business, we have an excellent team. We actually did commission a sizable piece of research in the last 12 months and the focus groups that we did in terms of our business content were really strong.
“Business within the Irish News got a revamp this year because it is the go-to area for everyone at the moment in time, there’s a lot of unknowns out there as regards Brexit.”
To find out more about this, and much more besides, click on John’s video interview for a range of fascinating, specialist insights.
An Insight into into the Irish New with John Brolly-Subscription Model-Why is branding important?Irish Newspapers,Branding & Subscriptions
ProfileTree TV managed to conduct different other interviews that would bring important information for the business people. After we managed to sit with John Brolly who told us more about the newspaper industry, we also talked and interviewed other business leaders who got the chance to provide us with some helpful information as well.
We have talked with professional business leaders about several topics, such as talking with Cian Landers about Belfast tourism and the 5 star hotel hospitality and how one should succeed at those things. Cian Landers is the general manager at the Fitzwilliam Hotel in Belfast, (https://www.youtube.com/watch?v=fnJrJ...).
There are some terms and definitions used in the world of business that one needs to understand once he/she gets into this world, such as understanding what is the business mastermind and why it might be considered important, which we got the chance to talk through with Andrew Dobbin, the owner of the Business Mindset, who got to tell us more about this whole thing. You could check the whole interview through this link (https://www.youtube.com/watch?v=uwyri...).
From the different informative interviews that ProfileTree managed to conduct, there was the one about understanding the franchise business and this all happened through the talk about property and how to sell it which we managed to have while interviewing Drew Beckett, the owner of BeckettHanlon, who told us about his journey and how he succeeded at the part of selling property. You could check the whole interview through this link (https://www.youtube.com/watch?v=fRePj...).
There are lots of things to know about when it comes to the world of business and following the lead of those professional experts who have been through it before is important and that's why we decided to bring ProfileTree TV to life and talk with all those business leaders and hear about their success stories.
You could visit our website www.profiletree.com and get to find much much more articles about business, marketing, and a lot more.
If you have any questions, contact us through our contact us page or send us an email!