Three launches map path to win

The Bulletin - - 2013 Newspaper Of The Year Awards: The Winners - By Alen Delic Spon­sored by Ko­dak

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

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