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?

Rachael Prasher of Haymarket on reach or relevance for publishers

Rachael Prasher, the Managing Director, Automotive Division, at Haymarket Media Group, was part of the PPA Decodes Reach or Relevance breakfast briefing on March 16th 2022.

Having started her career in sales at Haymarket, Rachael quickly moved into commercial leadership roles across a wide range of consumer media markets including automotive, football, and technology. In 2008, Rachael moved into brand leadership becoming Brand Director of What Hifi? and Stuff before returning to Automotive in 2015.

In 2017 Rachael was appointed Managing Director of Haymarket Automotive, charged with delivering the business transformational plan behind Haymarket’s automotive brands - What Car?, Autocar, Classic & Sports Car, and CAT.

Rachael chairs the judging panel for Autocar’s Great British Women in the Car Industry, is the member representative for the European Car of the Year OC and the member representative for the Automotive 30% Club.

Here she 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 .