The launch of a multi-dimensional media brand means war has broken out on the elegant and educated streets of Cambridge, the country’s innovation capital.
Archant launched CambridgeFirst as a brand which epitomised its multi-channel route to market philosophy, which it believes is the future of local newspapers.
It is a new generation weekly newspaper with original design and content, backed by a number of carefully-crafted and monitored methods of reaching a new audience, both in print and online.
Among the routes to market being utilised are: Paid-for sales, free pick-up at popular locations, hand-delivered at high footfall locations, website, mobile site, e-shots to targeted databases and people who request the service, plus personal delivery to clearly-identified individuals and companies.
The General Election is over; this is a time of optimism and change, so we decided the timing was absolutely right. Cambridge was ready for something fresh and new with a challenging, open, engaging and positive news agenda.
Archant chief executive Adrian Jeakings said: “We are a progressive community media company and this is our chance to put many of our innovative theories and ideas into practice in a location which, it is well-proven, welcomes such things. We believe this print, web and multiple routes to market approach for each strand of the brand is absolutely the way forward.
“In addition, we have taken considerable steps to be as environmentally-friendly as possible, something we know the people of Cambridge will appreciate.”
Archant has recruited new editorial and advertising teams for the new brand, which will be based in the city with other company-owned titles, Agenda and Explorer magazines.
Iliffe News and Media publishes the daily morning Cambridge News and a door-to-door distribution weekly free News and Crier in the city.
On the Thursday launch-day of the new title, Iliffe produced a copy-cat publication called Cambridge Now, giving it away free in the centre of the city and at other locations.
CambridgeFirst business development manager Jonathan Tewson said: “It was amusing to see so much activity on the streets of Cambridge on a Thursday and again on a Saturday, when we set out to target a different audience. I guess they think it’s war!
“However, it is clear that in such an attractive marketplace, there is room for two major players and we have had a very positive response from customers.”
In the second edition, CambridgeFirst announced a sponsorship deal with Blue Square Premier League Cambridge United, which will see the title on the back of the club’s shirts as they target promotion to the Football League. In exchange, Archant will produce the club’s matchday programme, meaning all revenue from sales will go straight to the club.
Archant Herts & Cambs managing director Stuart McCreery, who lives just outside the city, commented: “That is typical of our fresh approach. We are looking forward to working with many new partners in many new ways.”
