Digital Group Offering
The regional newspaper industry has for some time had to expect the fact that fewer people are now reading newspapers compared to 10 years ago. The kids who don't read papers are now adults, the role of newspapers in people's lives has shifted making people connect differently.
At Celtic Media we realise that change is needed to become relevant to the information needs of consumers across our catchment areas. In this digital network society, accessibility through channels and by using sometimes unfamiliar techniques needs to match this new digital behavior.
The content of a newspaper was built on a set of rules which no longer apply. Fundamental shifts have taken place, permanently changing the roles of newspapers within the community. The economic downturn triggered a collapse in advertising spend which simply accelerated the inevitable, bringing forwards the effects of those changes and forcing Celtic Media Group to confront the need for change earlier.
It is Celtic Media Group goal to lead from the front and our websites need to embrace audience participation and social media as a way to boost content and traffic. Get the models right and the audience growth rate shifts, permanently. Fail to innovate and growth continues only slowly. The difference over a year can be dramatic, as we have witnessed in the past and for those companies that do and don't use social media tools, this difference readily translates into a clear decision for advertisers.