Reach or Relevance

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?

Duncan Tickell of Immediate Media on reach or relevance for publishers

Duncan Tickell, the CRO at Immediate Media, was part of the PPA Decodes Reach or Relevance breakfast briefing on March 16th 2022.

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.

Here he tells us what publishers should be considering when deciding whether to focus on reach or relevance in their digital audience and commercial strategies.

For more from the PPA Decodes Reach or Relevance panel click here.