News & Opinion

Breakfast with The Mail

The Mail hailed the success of its new Event magazine and presented its latest tablet advertising solutions to a packed room of media agency guests at the Century Club this morning.

Leading the event, the Mail on Sunday editor Geordie Greig provided evidence of commercial and editorial teams working together to ensure the best solutions for advertisers, which will allow for continued investment in quality journalism.

Greig explained the idea behind Event as "intelligent popularism" and why the Mail on Sunday is in rude health, with its highest-ever circulation share. He said the success comes from an "ambition to succeed" and "a passion for journalism" in all areas of the business.

Gordon Thomson, editor of Event, who previously worked on the Sunday Times digital edition, Time Out and the Observer, followed Greig's lead: "It is fantastically exciting to be a part of this new venture."

The magazine, which launched in April, aims to be "packed with value" and "a one stop shop for all the best things to see and do". It appeals to both male and female readers from across the country and is full of ideas, embracing culture, celebrities and specialist features, such as technology and games.

The team have signed a number of big names, including Chris Evans as a motoring correspondent, Piers Morgan from the US and Tom Parker Bowles on food. The Sunday supplement is a colourful 80 pages and Thomas hopes it is something that readers "will want to hold on to for the whole week".

He referred to it as a "visual feast" but with great writing - something that is "rich in content, advertising and commercial partnerships".

Meanwhile, Tim Kersen, head of commercial development at Mail Newspapers, explained why "Event is the perfect vehicle for interactive content" with opportunities around augmented reality and Blippar. He confirmed that they have recorded around 10,400 blipps per week since the title launched - a number that is rising all the time.

Event is the starting point for the Mail Group, with interactive editorial content expected to be rolled out across more products in future. Kersen said Mail on Sunday readers are particularly receptive to new technology and Blippar encourages even more engagement.

"There are lots of fully-integrated commercial opportunities, which offer a significant benefit to clients." He used the magazine's film section to highlight examples of pre-roll ads around trailers and letting readers book cinema tickets directly from the listings page.

With Mail Plus in mind, Kersen also announced The Mail's plans to launch an in-house platform to build interactive tablet ads "quickly and cheaply", which will also work on other newsbrands' tablet platforms. A full analytics package for tablet ads will also be made available.

And last but not least, Mail Newspapers' group managing director Guy Zitter thanked the audience for spending money in Event in its first five weeks, with a prize for Jo Blake, head of print and radio investment at Arena Media - either a private box at the Royal Albert Hall to see Elvis Costello or lunch with Guy (plus five guests and lots of wine!).

For Blake it is a no-brainer, so lunch it is! Speaking about this morning's event, she said: "Getting people together for updates is great. I absolutely love Event magazine and think that their scoops, especially Paris Jackson, demonstrates good journalism.

"There are some exciting opportunities with Event using Blippar and it's great that there are still innovative ideas and opportunities to shout about."

15/05/13

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