Plotting a new course

In November 2020, the team embarked on a new editorial and commercial direction, shifting a model that had served North East Times for almost 40 years. Here, Pete Mallon reflects on the changing nature of advertising, and how this publication has evolved to meet the altering landscape

To stand still is to fall behind.

As a phrase, it works perfectly to illustrate the starting point, in 2019, when we first discussed a new direction for North East Times. The print landscape has changed vastly over the past decade, with the ever-increasing presence of digital channels and communications shifting the environment.

And in such changing time, we knew we needed to evolve the region’s most established business publication if we were to continue raising the bar on regional print.

To do this, we commissioned a market research company to interview a cross-section of engaged and non-engaged regionwide businesspeople. Perhaps naturally, weaknesses, as well as strengths, were highlighted, namely in how we work with clients and partners to maximise their return on investment. In short, our account management was too simplistic, and our sales strategy was identified as transactional.

And with the world at an almighty halt, owing to the pandemic, we had time to really listen. And to take steps to make a change.

Right from launching in 2015, our strategy was to lead the approach to regional publishing and not be directed by a traditional publishing mindset and model – something I experienced early in my career working for other publishers.

We set out to showcase the North East’s business successes and opportunities, embrace an omni-channel strategy and maximise value for clients – all through bringing together a forward-thinking team that was ready to challenge the norm.

Historically, our client journey has often been routed in the ‘go-to’, a funnel approach, where clients ultimately are shuffled from sales to editorial and marketing. Unknowingly, we had already fallen into the pattern of a traditional sales approach to selling advertising, where clients had several points of contact, but little evidence of value. In the early days of the COVID-19 pandemic, our monthly revenues were hit 75 per cent overnight. The situation required real action. And we got to work immediately to deliver watershed change.

We reviewed our processes with support from business advisors – shoutout to the Scaleup North East partners – and commenced on a journey to adapt across every part of the business.

A key change was offering more value through focusing on ‘service’ – a flywheel model – where a dedicated account manager listens to a client’s objectives and then works with them to curate a bespoke marketing strategy through cross-channel promotion.

The account manager engages expertise from the team – business development, marketing, creative, editorial, digital, marketing, photography and film – but ultimately works handin-hand with the client from A to Z, adopting a very client-focused approach.

Word-of-mouth marketing is one of the most powerful tactics, to not only deliver for clients, but also equip them to become advocates for your brand. With this approach, clients become intrinsic to the business, placing the customer in the centre of everything we do. And since the change, the number of referrals, new business and organisations looking to partner with North East Times has increased ten-fold. A standout observation from the research was that the business community feel a sense of ownership over the publication.

As a result, we are championed for our successes and challenged on our shortfalls – rightly so, when the publication has been part of the North East business community for 40 years! And it only makes us more determined than ever to continue our evolution.

I’m always so keen to meet new people and hear about their exciting business journeys, so please feel free to get in touch!

We wouldn’t still be here without the unwavering encouragement of our partners, clients and readers, and we thank each and every one of you for your continued support.

Pete Mallon | managing director