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Readers’ mobile phones are the latest target for Johnston
Press, following the launch of a new mobile marketing strategy
by the publisher that has so far been rolled out across 120
of its titles in the UK.
The strategy, created in conjunction with leading telecommunications
provider g8wave, has been introduced in a multi-phase process,
created to encourage reader interaction with their local paper.
The mobile marketing campaigns have proved to be excellent
revenue-makers, and profits are in rapid growth.
Phase one included some basic services like votes and competitions,
such as a ‘win an iPod by 8pm tonight’ campaign
run in Portsmouth, which allowed Johnston Press to build a
working database through which the publisher could promote
its portfolio of products.
The next phase adds a range of more sophisticated facilities,
such as breaking news alerts, multi-media messaging and subscription
services. A key development during this stage was the creation
of downloadable mobile vouchers and bar codes that the reader
can exchange for special offers, like tickets to their local
theatre or drinks at a nearby bar.
Chris Pennock, group newspaper sales and marketing director
for Johnston Press, says of the new strategy: “We receive
tens of thousands of texts every month and usage is growing
rapidly as we develop new ideas and initiatives.
“Going forward we will be looking to develop a range
of location-specific services. Being able to provide users
with content specific to their location about pubs, restaurants,
shops, and sending bar codes and coupons will be attractive
to a range of relevant advertisers.
“The use of mobile services is developing rapidly. Mobile
internet and mobile advertising are yet to take off in a big
way, but when they do we will be well placed to take advantage
of this opportunity.”
The NS, the voice of Britains local media, represents 1300
newspapers, 1100 websites, 750 magazines, 36 radio stations
and two TV stations.
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