13 Nov 2023
Members of the Glasgow business community gathered at DC Thomson’s offices in the city on Thursday 9 November to learn more about the evolution of the business and how it is leading the way in developing digital solutions for business customers.
Home to some of the UK’s best known media brands, including Beano, Stylist, bunkered and Sunday Post, DC Thomson has invested in skills, technology and data as part of its transformation.
Director David Thomson explained how the business is no longer focused on individual products, but on building communities and finding new ways to inform, entertain and engage those communities using a blend of traditional and digital platforms.
The strategy is focused on protecting traditional print revenues while diversifying and growing new revenue streams such as digital and events, building a subscriptions-based business focused on both profits and purpose.
By creating that deeper engagement with audiences through subscriptions and membership, DC Thomson is driving greater advertising value. Research shows that audiences are more likely to buy from advertising in a product they trust and are truly engaged with.
This gives advertisers greater return through tailored and targeted marketing strategies and means subscriptions and advertising revenue grow hand in hand. This approach has led to the biggest growth in DC Thomson’s news business for decades, with communities willing to subscribe to a quality digital news service.
Guests also heard from Jennifer Harvey, head of digital delivery, Bryce Ritchie, editor of bunkered, Dave Lord, editor of The Sunday Post and Robert Wight, editor of The Scots Magazine. Robert told the audience how The Scots Magazine, the world’s oldest magazine, not only carried an eye witness account of the Battle of Culloden but was also responsible for giving struggling poet Robert Burns his big break, weeks before he was due to give up on poetry to travel to Jamaica to work on a plantation!
Andrew McMurray, Group Sales Manager, DC Thomson who helped organise the event with Alan Busby and Sarah Heaney from the Chamber, said they were already looking forward to collaborating again and doing another event in 2024.
