Specialist media consultancy, Press Ahead, is currently working on two major projects, on behalf of Iliffe News and Media and DC Thomson, that will see the publishers use market research and testing and improved customer insight to better understand their markets, broaden their services and maximise their sales revenues.
The Iliffe research project will lead to a strategic review of the positioning of the company’s products and services across five marketplaces, covering Cambridge, Burton-on-Trent, Milton Keynes and two locations in Hertfordshire.
The research, targeting readers, web users and non-readers, includes in-paper, online and on-street questionnaires, followed by a series of focus groups that will help Iliffe gain a better understanding of its markets, and to explore ways of expanding its services to better suit its customers’ needs.
Andy Gough (pictured), managing director of Iliffe Digital, said: “We are really keen to attain a clearer view of our online customers’ profiles, interests and reading habits, and to identify ways that we can improve our product positioning to make our on and offline news and information services more appealing to them. It is increasingly important that we fully understand how best to utilise our various delivery channels to meet customer needs.
“Press Ahead’s deep understanding of regional publishing, combined with a proven track record of project delivery, meant that we were highly confident in awarding them the contract, ahead of major international consultancies.”
Press Ahead was appointed after demonstrating extensive experience of fulfilling similar projects, including its ongoing work for DC Thomson. The agency has been working with the Dundee-based publishing group since 2008, and is now helping to drive the implementation of a new CRM system that will help DC Thomson develop non-traditional revenue streams.
With Press Ahead’s support, DC Thomson has already introduced a direct-to-consumer sales department, implemented a new telephony system, launched a new e-commerce website and established relationships with suppliers to assist with subscription services and order fulfilment.
John Thomson, business unit head at DC Thomson, said: “This project represents the first steps for us on a really important journey, and we already feel that we’ve gone some way towards improving our service and joining up our processes. The next step is to ensure that we really get to know who our customers are, so we can respond to their changing needs. Finding new revenue streams to complement our traditional cover price and advertising income is becoming increasingly vital.
“Press Ahead’s support has been absolutely critical, and I am sure that, with their ongoing guidance, we can demonstrate real improvements that will ensure we capitalise on opportunities to broaden our customer offer and strengthen the business.”
About Press Ahead
Press Ahead says: “Press Ahead was set up in 2004 by former Trinity Mirror executive, Russell Borthwick. In addition to the projects for Iliffe and DC Thomson, the organisation has worked on a number of consultancy, research, development and training projects with publications including Johnston Press, Archant, Times Educational Supplement, Oldham Chronicle and CN Group. This means that Press Ahead is uniquely placed to understand the key issues affecting the sector and help to implement appropriate solutions.”
