Northern & Shell to be ‘a bit more like Apple’
Northen & Shell has said that it intends to offer collaborations with advertisers across its newspaper, magazine and television properties.
The company, owned by Richard Desmond, includes Channel 5, OK! magazine, the Daily Express, the Daily Star as well as adult channels such as Red Hot and Fantasy. Today it announced it needed to be “a bit more like Apple” if it wants to win over more advertisers.
Nick Bampton, head of sales for Channel 5, also said that TV ad revenues at the broadcaster are up 19% year on year. He implied this was just the beginning, adding that “we will see the real benefits in the second half of the year.”
The new model for advertisers will go beyond buying traditional spaces of TV airtime, offering new elements such as tie-ups that will include access to talent, licensing, events and full editorial involvement.
Bampton added that there was a possibility Northern & Shell could buy a significant amount of an advertiser’s product as part of an overall deal, such as for giveaways or sampling across titles or in a competition.
“We need to be a bit more like Apple. Apple leaves the low margin of manufacturing to others,” Bampton said. “Manufacturing is crucial but what really adds value is design and innovation. We want value-rich, high-margin collaborations.”
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