Three launches map path to win
WHEN opinions were divided on Fairfax Media’s decision to reduce its flagship mastheads to a compact size, the group’s national trade marketing director Chelsea Wymer was relishing the challenge.
Ms Wymer, whose task it is to make Fairfax’s brands and products more appealing to advertisers and clients, helped steer its mastheads through the transition process so well, she was named the 2013 Marketer of the Year at the Newspaper of the Year awards for her efforts.
“I actually thought, [it was] about time [Fairfax made the shift to compact],” she said.
“Broadsheet was just too cumbersome and compact is more about portability.
“Behaviours have changed; the newspaper no longer lands on your front door and people don’t have the time to spend an hour reading it before their short drive to work.”
With the decision to go compact made, it was Ms Wymer’s job to make sure advertisers did not think journalistic standards and the audience went the same way as the broadsheet, and abandon Fairfax.
This was far from Ms Wymer’s first product launch; she has built her career on getting projects off the ground.
“I really like launching stuff,” she said.
“The first thing we had to do was to map out what we were trying to achieve.
“For us, it was really about ensuring g that we got the message e across that you can still have ve impact as an advertiser in a compact version of a newspaper.” per.”
Just months after the launch of Fairfax’s compact mastheads in March, the company began working on its next major change: digital subscriptions.
Similarly, Ms Wymer’s task was to ensure advertisers did not abandon the website after the service was launched in July.
“Digital Digital subscriptions will only ever affect a very small proportion of our audience,” Ms Wymer said.
“It was all about reassuring our audience of this.”
The marketing trinity was completed with her role assisting in the launch of the new audience insights survey, emma. Ms Wymer played a part in getting the new audience insights survey off the ground.
“We were really excited about the new readership metric,” she said.
“It was long overdue in that we needed more regular numbers and more m accurate measurement meeasurement of off how people were consuming our products.”
When emma’s inaugural numbers were released, Ms Wymer was shocked.
The Sydney Morning Herald had the biggest total audience in Australia with 4.5 million readers across all platforms.
“We were stoked when those numbers came out,” she said.
However, the new audience metric showed more than just the sheer number of readers The Sydney Morning Herald had; its key demographic was the envy of the rest of Australia, Ms Wymer said.
“It showed that we have a highly affluent, premium audience with a high disposable income,” she said.
“They’re the people that you want to be talking to; they’re the people that are most likely to look at an ad and go by the product.”
Just weeks after emma’s inaugural numbers were released, Ms Wymer was attending the 2013 Newspaper of the Year awards, with little idea she had been nominated for the Marketer of the Year award.
She had some recollection of being nominated for the award months ago, but in the maelstrom of three major product launches, it had slipped her mind.
“I don’t think I’ve ever been more shocked in my life.”
Fairfax Media national trade marketing director Chelsea Wymer with Kodak sales director Rob Mollee after receiving her award