Paid or Organic

Does relying on acquiring audience through organic channels such as search or social deliver publishers with engaged audiences? Or is there a need to spend money to reach new audiences and build your brand? And how important are newsletters and events in the mix?

Post-Event Content

Should publishers focus on paid or organic marketing?

Click here for a detailed event report and video highlights

And click on each of the speaker links below to hear a more in-depth opinion from each of our panellists.


Charlotte Cijffers, Stream Publishing
Charlotte Cijffers
Digital Director, Rolling Stone UK & Attitude Magazine
Stream Publishing

Charlotte is an audience growth and content specialist with over 10 years’ experience in digital publishing. In January this year, Charlotte left Dazed to launch Rolling Stone UK — the new British-based outlet for the iconic American music magazine — working with Stream Publishing and PMC on establishing the title in the UK market. She is also responsible for the ongoing digital transformation of Stream Publishing’s LGBTQ title, Attitude Magazine, with the brand set to re-launch digitally in Q2 2022.

Click here to find out Charlotte’s take on Paid or Organic

Carly Steven, News UK
Carly Steven
Head of SEO, The Sun
News UK

Carly has worked in digital media for over ten years. Now Head of SEO at The Sun, Carly leads the team in London and is overseeing the expansion of SEO department in New York while working closely with colleagues across News Corp. She is also co-chair of the AOP Audience Development steering group.

Click here to find out Carly’s take on Paid or Organic

Martin Ashplant, PPA Decodes Chair
Martin Ashplant
Digital Media Consultant
PPA Decodes Chair

Martin is a digital media and product expert with more than 15 years’ experience of building engaged online communities and award-winning web and mobile products. A former journalist, he has led digital product and content teams at Metro, City A.M., Beano Studios and New Statesman Media Group, as well as working with publishing businesses including ITV News, BT Sport, Dennis Publishing, Dazed Media and the i newspaper as a consultant.

Emma Scott, Beano Studios and Freesat
Emma Scott
Former CEO
Beano Studios and Freesat

Emma created and led Beano Studios, where she powered the Beano’s transformation from an 80-year-old comic to a global International Emmy nominated franchise and a high-growth digital platform. Previously, Emma was Chief of Staff for the BBC Director-General and launched Freeview, the UK’s largest digital TV platform.

Click here to find out Emma’s take on Paid or Organic

John Webb, Autovia, Demand Generation
John Webb
Managing Director
Autovia, Demand Generation

John Webb is Managing Director for Autovia’s Demand Generation business. His role covers all aspects of building the Demand Generation business, helping clients to understand, attract, nurture and convert demand for their products and services across Autovia’s portfolio of market-leading automotive brands.

Click here to find out John’s take on Paid or Organic