News International will ramp up its digital presence in Scotland by the end of the year.
Management have finally decided the time is now to do online what they have been trying to achieve in print by offering advertisers multi-platform ways of reaching their Scots audience.
The Daily Record, while slipping to being the second largest seller in print, has managed to maintain its lead in ad sales through such a strategy and other free rollouts including Record PM and business7 sitting alongside the country’s biggest seller, the Sunday Mail.
And while key appointments such as Iain Hepburn has also seen content improved, the Trinity Mirror stable thus far had a clear run in Scotland with no indigenous online presence.
News International has waited and waited to see what their competitors have been able to achieve but are now to make the first of their own key appointments in the cyber battle for online revenues.
The are to recruit a Head of Digital Media working with managers and sales teams in Scotland specifically to “drive new business revenues to our portfolio of websites and with our clients to deliver online solutions relative to their business needs”.
The post, to be filled by the end of summer, will involve the roll-out of new Scottish specific pages and content, with a key strategy and specific financial targets to be set within weeks of the appointment.
It is thought the new launches will go live by the end of the year.