Magazine article Marketing

NI Pools Media to Aid Faltering News Titles

Magazine article Marketing

NI Pools Media to Aid Faltering News Titles

Article excerpt

Rupert Murdoch last week made a sobering speech to shareholders, at the News Corporation annual, general meeting in Adelaide.

He warned of flat profits and the possibility of declining revenue within his media empire.

Meanwhile, in the UK, News International announced that it was centralising its 20m[pounds] media buying business for its five national newspapers, The Sun, the News of the World, Today The Times, and The Sunday Times, into TMD Carat.

The two evens are not unconnected. Murdoch is looking to save money because the national newspapers may have started to se their shine.

San He longer shining as bright

The circulation of The Sun has fallen below four million, the News of the World has just lost us editor Piers Morgan to the Daily Mirror, Today continues tO haemorrhage cash and the marketing and advertising strategies for both The Sunday Times and The Times are currently being reviewed.

Several key staff have left Wapping in recent months, including chief executive, Gus Fischer, and former managing director John Dux. New managers have taken over the operation, including Richard Webb, recruited from Optimedia with no experience of runnig a media company.

But have the changes at News International affected the way brands and media buyers treat the titles which last year used increased circulations to introduce a 15% hike in their ratecards?

Bill Kinley, media director at Ogilvy & Mather, which places around 5m[pounds] worth of business with News International a year, says: "Today is a weak title and there is constant speculation about whether they will continue to fund it. But now we have moved away from cover-price wars, with both The Sun and Today back up to 25p, from 20p, it will take pressure away from closing Today to fund The Times and The Sun."

Kinley says the titles can still grow stronger. …

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