Reach or Relevance

16 March 2022

Much of the recent talk in the industry has been about the pivot to reader revenue and a doubling down on subscription strategies. But is there still a need to build big audiences to bring in advertising money? And is there a relevant + scale approach that can do both?


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.

Nic Newman // Reuters Institute for the Study of Journalism at Oxford University
Nic Newman
Senior Research Fellow
Reuters Institute for the Study of Journalism at Oxford University

Nic is lead author of the annual Digital News Report, the world’s largest on-going study of consumer behaviour around news. He authors an influential annual report on media and technology trends and has published recent research on trust, paying for news, video, podcasts, and the rise of voice technologies. Previously, Nic was a founding member of the BBC News Website in 1997 and former Head of Product at BBC News. Before that Nic spent 15 years as a senior radio reporter, presenter and editor with the BBC.

Sophie Eke // Incisive Media
Sophie Eke
Marketing Director
Incisive Media

Sophie joined Incisive Media in 2007 and is responsible for overseeing marketing and data strategy to achieve audience and revenue goals. She is an accomplished leader with a proven track record of managing and coaching high-performance teams, including the company’s customer success team. Sophie has extensive hands-on experience in tech and platform migration and how to apply this into successful product development.

Duncan Tickell // Immediate Media
Duncan Tickell
Immediate Media

Duncan is CRO of Burda International and Immediate Media, with responsibility for non-circulation revenue generation with a particular focus on advertising. Duncan has worked at Immediate for 11 years and has a 30 year career in media that included board roles at VNU and Dennis Publishing and running a digital strategy consultancy. He is also active on the boards of a number of industry bodies including ASBOF, IAB, and Magnetic. He is an active supporter of NABS and committee member for their annual Ride Adland fundraiser.