As reported last week, membership of The Times and The Sunday Times is at 401,000 customers taking out a subscription to print and/or digital packages, representing a year-on-year growth of 22,000. With 95,775 daily and 126,517 Sunday readers the tablet editions offer advertisers significant reach to a loyal, paying audience, says News UK. Access One enables advertisers to provide a single piece of ad copy that is replicated in size and position across both print and tablet platforms, reaching all readers.
Paul Hayes, Managing Director for News UK Commercial, said: “Access One is the future of news advertising. It’s about moving beyond the artificial divide between different readership platforms and instead looking at editions and the audiences that they can deliver. Digital news products and websites have an average of 5-10 minutes dwell time, our curated print and tablet editions deliver longer as well as deeper engagement metrics.”
“In addition, The Times and The Sunday Times seven day tablet app is the most downloaded quality news title in the market and we believe that every print advertiser should benefit from being able to reach this premium tablet audience in a single purchase. The incremental audience that this proposition delivers is going to add significant value for our advertisers.”
The launch of Access One is supported by News UK’s neuroscience study. The research showed that, not only is the tablet edition read in the same way as the print edition, but that memory encoding for editorial and advertising is almost identical on each channel, say the publishers.
