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?

Former Beano Studios CEO Emma Scott on paid or organic marketing for publishers

Emma Scott, the former CEO of Beano Studios and Freesat, was part of the PPA Decodes Paid or Organic breakfast briefing on February 23rd 2022.

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. She went on to spearhead the creation of Freesat, the UK’s satellite and streaming service, where she was CEO of the joint venture between the BBC and ITV.

Now leading Cultivation Partners, Emma advises senior leaders wanting to grow their brands and businesses. Emma is also Chair of the World Book Day charity and Vice Chair of medical research investor, Ovarian Cancer Action.

Here she tells us what publishers should be considering when deciding whether to focus on paid marketing or organic audience building.

For more from the PPA Decodes Paid or Organic panel click here.