NEWS11 September 2015

Trinity Mirror focuses on analytics

News UK

UK — Newspaper publisher Trinity Mirror has announced a new digital strategy with an increased focus on analytics.


The publisher’s new Connected Newsroom, part of its digital-first regional media strategy, is intended to “adapt the business to the changing media landscape” with the ambition of growing a “local and engaged audience”.

All editorial teams will apparently be focused on these audience goals, which will also be addressed through a mobile-centric approach and a greater use of video, and driven by audience analytics and trends analysis.

“Across Trinity Mirror we are at the forefront of the essential transition that is needed to adapt to changing consumer behaviour in the media industry,” said Neil Benson, editorial director for regionals at Trinity Mirror. “Our regional daily businesses have been leading the way with the evolution of the digital-first newsroom which has had a significant impact on our audience growth, making us the fastest growing regional publisher in 2014 and the first half of 2015.

“We are now introducing the next iteration – the Connected Newsroom. The ambition is to grow our local and engaged audience by sharpening our focus on providing content that is relevant to our audiences through the channels that suit them. This will be achieved by extending the digital-first approach, concentrating on local core content, driven by audience analytics and trends analysis.”