British media group Northern & Shell said it needed to be “a bit more like Apple” and have advertising deals across its television, newspaper and magazine properties if it wants to win over advertisers, Media Guardian reported.
The company owns publishing and television assets, including Channel 5, OK! magazine, the Daily Express, the Daily Star, and adult channels such as Red Hot and Fantasy.
Nick Bampton, the head of sales for Channel 5, outlined a partnership model for advertisers, totally beyond buying traditional “spots and spaces” of TV airtime. He said the company is offering “things money can’t buy, until now”, such as tie-ups including access to talent, licensing, events and full editorial involvement.
He mentioned that Northern & Shell could probably buy a significant amount of products from advertisers as part of an overall deal, such as for giveaways or sampling across titles or in a competition.
“For us to just concentrate on the price of advertising… we would be missing a trick if we didn’t utilise our assets better. The manufacturing [traditional trading] part of our business is already extremely efficient. We don’t want to be just a siloed commodity-based advertising operation,” Bampton added.
He compared the ambition of the company’s new programmes with the model adopted by Apple – which he think made real value out of design and innovation, Media Guardian reported.
“We need to be a bit more like Apple. Apple leaves the low margin of manufacturing to others. Manufacturing is crucial but what really adds value is design and innovation. We want value-rich, high-margin collaborations.”
According to Bampton, selling of “spots and spaces”, what he referred to as the “tangibles” of the current TV airtime trading system, is still important, but the company is aiming to offer what is “intangibles”, and work with agencies to explore opportunities for their advertisers.