My first year in newspapers Simon Fox Chief Executive Trinity
Mirror
Slide 2
Trinity Mirror plc Core strengths Quality of journalism
Distinctive content remains key to attracting audience Newspapers
remain the core outlet of professional journalism UK newspapers
strong and resilient
Slide 3
Trinity Mirror plc Significant reach and engagement Whilst
print newspapers are in gradual decline, they still reach 72% of UK
adults UK newspapers strong and resilient Notes: (1) Aged 4+ per
BARB; (2) Aged 15+ per NRS or RAJAH; (3) Info extracted from CBS
Outdoor and Clear Channel websites, base not specified
Slide 4
Trinity Mirror plc Delivering a highly targeted audience Print
brands have a clear differentiated positioning and distinctive
audiences We have in-depth insight into our readers their lives,
their behaviour and their expectations UK newspapers strong and
resilient Source: Enders Analysis National newspapers Print and
digital audiences 3 April 2013 (NRS PADD data)
Slide 5
Trinity Mirror plc Explosion of smart phones and tablets User
generated content Aggregation Personalisation Social media An
industry facing extraordinary rates of change
Slide 6
Trinity Mirror plc And adapting fast Rapid and continuous
levels of innovation Adoption of technology Evolving ad formats
Contentled advertising Digital revenues starting to mitigate
decline in print
Slide 7
Trinity Mirror plc 7
Slide 8
Inefficiencies in ad booking process Multiple points of contact
Costly and inefficient Inefficiencies in providing accurate /
timely circulation data Print Digital But with some surprising
legacy behaviour
Slide 9
Trinity Mirror plc Take the Daily Mail as example Website &
mobile site Monthly 6 monthly Real time Need for robust and
consistent language to describe our cross-platform audience Print
UUs x pagination Digital equivalent? Print language Print Source:
ABC, NRS; Note: Assumed average pagination of 90 for Mon-Sat Daily
Mail
Slide 10
Trinity Mirror plc NRS PADD (Print And Digital Data) First
industry-wide cross platform data combining NRS print data and
comScore digital data (web only) Provides unduplicated reach of a
print publication and its website However: Currently does not
incorporate mobile and tablets data Primarily National titles,
limited regionals data We need a robust and consistent way of
measuring our cross platform audience NRS PADD provides a good
starting point
Slide 11
Trinity Mirror plc No single right answer Paywall vs Free?
Subscription vs Ad funded? Paywall vs Free? Subscription vs Ad
funded? E-editions? Tablets? Mobile? E-editions? Tablets? Mobile?
Leveson? PADD vs ABCe?
Slide 12
Trinity Mirror plc In advertising: Organised our national ad
sales function into nasa (national advertising sales agency)
Launched The National single ad package comprising multiple daily
titles across various regional publishers to achieve national scale
We have started to address the legacy issues
Slide 13
Trinity Mirror plc In circulation: Regionals Reporting ABC
circulation data for our core regional paid daily titles on a
monthly basis from H2 2013 Nationals Open to sharing our
circulation data on a more timely / frequent basis should
advertisers require Digital while NRS PADD may be a good starting
point, need to incorporate tablet, mobile and regionals data We
have started to address the legacy issues
Slide 14
Trinity Mirror plc For eight consecutive months the Daily
Mirror has outperformed the popular national dailies market In
print, we remained focused on driving circulation Circulation per
issue yoy % Note: (a) Market comprised Daily Mirror, Daily Record,
Sun, Daily Mail, Daily Star and Daily Express Source: ABC Jan 11 to
Feb 13
Slide 15
Trinity Mirror plc Positioning our brands at the heart of the
business Increasing relevance of our portfolio to drive audience,
extend reach and generate revenue growth Portfolio development
initiatives: Product redesign Extending targeted reach through
hybrids Editionisation Weekend editions Implementing portfolio
initiatives
Slide 16
Trinity Mirror plc Making it easy for consumers to purchase
Launched PaperPay app in March Allow people to buy copies of the
Mirror and Sunday Mirror newspaper through the use of a barcode
voucher on their smartphones Recently launched the Paperpay
app
Slide 17
Trinity Mirror plc Accelerating our digital capabilities Our
audience increasingly adopts new technologies and becomes
multi-platform MobileWebTabletOff NetworkPrint
Slide 18
Trinity Mirror plc E-editions of Daily Mirror and Daily Record
launched for iPad. Android versions planned for Q2 2013 Total
downloads from Apple: 120k Business model and pricing strategy to
vary by title based on audience demographics and market positioning
of our brands Free: Daily Mirror (Mon-Fri), Daily Record (Mon-Fri),
some regional titles Paid: larger regional titles with strong
market penetration, business focus titles Our Daily Mirror and
Daily Record iPad e-editions are free to download
Slide 19
Trinity Mirror plc Some early insights into our e-edition
readers Long reading time Average time spent reading of 30 min
slightly behind print edition (33 min) but well ahead of any
website site average time spent Offers strong incremental reach to
advertisers Two-thirds of our readers do not read any other
newspaper apps offering strong incremental reach and unique user
opportunities for advertisers Attractive advertising demographic
More ABC1 than our print demographic, but a little less than the
tablet market as a whole High engagement translating directly into
action Nearly half of all readers have clicked on an ad within the
app Source: based on 4,200 responses, equating to 1/3 of our daily
average number of readers
Slide 20
Trinity Mirror plc Enhanced image galleries and video;
comprehensive Whats On guides; weather; traffic and travel; quizzes
and elements of news personalisation Encouraging progress in
growing audience and engagement Mirror Online page views up 62% yoy
in March 2013 Our websites remain free to access
Slide 21
Trinity Mirror plc Mobile usage already accounts for 25% of our
monthly digital traffic and we believe this to grow rapidly in the
next three years Similarly we are making good progress in growing
mobile audience and engagement Mirror mobile page views up 61% in
March 2013 About a quarter of our digital traffic is now via
mobile
Slide 22
Trinity Mirror plc UK newspapers remain strong and resilient
Continuously experiment, adapt and change There is no
one-size-fits-all strategy In summary Distinctive content Scale
audience Value for advertisers
