Feature |
||||||||
|
The Festival of Quilts
like 25m unique users a month and BBC Gardeners World which has 9m . “ We then have a whole range of additional portfolios including big licensing deals with Disney and Lego , Match of the Day , BBC History out of our Bristol office as well as market leading craft and cycling titles . “ These are loyal , passionate communities who are strong brand advocates so we saw massive synergies with the combined River Street and Upper Street Events businesses and Immediate ’ s print and digital businesses in several markets including
Paul Byrom , Immediate Live
|
craft , gardening , food and cycling . A great example of this is in the cycling market where The Cycle Show works closely with BikeRadar for example , it ’ s all about how we look at a market from a big digital reach to creating synergistic event and print products . “ We try to be platform agnostic although I think with any business that ’ s got 1,200 employees and three sites that becomes quite hard . We try and have a loose matrix approach , so I run the event platform we have a bunch of people who run our digital platforms and a team that runs the operations such as paper buying , print etc . “ We then have vertical brand leads who look across our print and our digital business and we communicate very well across the event space and create a storyboard for the year . In food that may revolve around Pancake |
Day for example , what ’ s the storyboard and what does that look like for print digital and live or if a chef has been talked about in print we make sure we join that up with the live experience .” I ask Byrom what sits beneath this surely , they must have great data and insight . “ We are working hard on data and insight and I would say we are 70 % along the line of what ’ s |
effectively a single customer view . The ultimate aim is that we know which of our print subscribers comes to which shows and how they act digitally , what they are interested in and how best to interact with them . “ And that allows us to start creating robust content led email newsletters . We can say we have some great content on gardening that you might have missed in the magazine but also here ’ s some art for your garden because we can start to infer what you might be interested in . That takes us on the path from getting more personal data in an appropriate way . But as cookies are likely to be eradicated across most platforms , we think having that internal view of what individuals looks like and offering the ability for our customers to reach them in an effective and appropriate way ( using a content led approach ) is incredibly valuable . “ Print publishers have been pushing this longer than we have in the event world . So , I think we ’ ve |
BBC Good Food Show |
||||
June — 33 |