return Home

A match made in heaven - data, content, and the transaction marketplace

Matthew Gerry, managing director of Weddings at Immediate Media yesterday shared at the Digital Innovators' Summit his commercial strategy to drive audience and revenue growth for the company and why the union of content, data and transactions is tried and tested proof of their new growth strategy.

For now and the future - being essential for your audience

Immediate Media has built their success on delivering content to special interest audiences. Gerry explained: “What people are passionate about is what they dedicate their time and money on. Whether it be crafts, cycling, or weddings, what’s important in their lives is where brands have an opportunity to establish loyalty and trust.” Gerry went on to explain, ultimately, trust gives brands permission to serve their audience, and publishers the chance to inspire, educate, and transact. 

Matthew Gerry DIS 2016 ()

Flexing your publication model - print, digital content creation, new business models, and beyond

“Magazines are a key platform but not the only platform. They inspire, educate, but don’t connect commerce,” Gerry said. Gerry’s platform strategy, and the key to his success, focuses on a mobile first approach and on bridging print, digital content creation, and new transaction based business models to engage special interest audiences and deliver real-time ROI to advertisers by connecting targeted data with marketplace opportunities.

Hitched, a match made in digital heaven 

Immediate had ambitions to get closer to the core transactions in Britain's weddings economy, worth more than £10bn annually and an average media spend of £30m the potential was great. In January 2015, the company acquired hitched.co.uk, a leading digital planning tool for couples. Hitched, was the perfect complement for its existing wedding brands, the site leaves no detail out in its focus on helping couples plan their perfect wedding. Hitched provided Immediate Media with a new marketplace platform and revenue opportunity in their native UK but extending far beyond in Australia, Canada, India, Ireland, South Africa and the US.

Connecting buyers and sellers - the content marketplace

It was the wedding planning tool which proved to be the highest potential, at each stage of the journey they could integrate a proprietary marketplace bringing venues, bridal shops, and suppliers directly to their consumers and offering them a time and context-sensitive opportunity to sell. For Hitched, it provided an instantaneous opportunity for advertisers and partners with realtime ROI. Recognising the value, Hitched now operates on an annual subscription model and holds a 90 per cent retention rate. 

It’s ultimately about being brave and taking on big changes

In under a years time, Hitched has achieved a top line digital business growth of 50 per cent, successfully connected one million couples with suppliers, and is four times more profitable. With profit expectations for digital to account for 80 per cent next year, Gerry remarked: “Hitched is a really good example of being brave and taking on big changes.”

Giving marketing, sales, and engineers a common space to collaborate - the new media room

Being brave and taking on change by investing in innovative new platform opportunities - organically and through acquisitions - and bringing together technology and media professionals has surely paid off. In 2015, they won over 25 industry awards in the last year, and was named British Media Awards Company of the Year 2015 and were also named in the Sunday Times Profit Track 100 2015. For 2016, they will continue leveraging business model and dedicate their efforts in hiring over 200 new IT professionals with best-in-class skill sets including programmatic, app development & ecommerce.“To succeed in the digital world it is a must to ensure marketers, sales, and technologists are working in the same room,” Gerry concluded. That is the foundation of the new media room. 

More like this

Inside Top Gear publisher Immediate Media's TV and ecommerce acquisition

Immediate Media’s Francois-Regis Coumau on the company’s move into TV

Immediate Media launches Lego Nexo Knights magazine in the UK

  • Taking back trust in journalism through personalisation, new payment models

    The best thing about the prospect of improving reader revenues is that it has the potential to liberate news publishers from the scramble for reach, a model that undermines trust in journalism. To take advantage of this opportunity, digital news publishers need to find better payment methods and discovery tools. These were some of the themes explored during the recent Newsrewired conference in London.

    21st Mar 2019 Features
  • New mobile story formats: lessons learnt thus far

    It is early days for developing new mobile storytelling formats. Despite some successful prototypes, most of the heavy lifting is still about to happen, says Jacob Gjørtz, VP marketing at CCI Europe. Based on what we have learnt this far, brevity, video and AI will be central to what happens next.

    18th Mar 2019 Features
  • Facebook's director of media partnerships on how publishers can work with the platform

    Last year Facebook hired Jesper Doub, who was then CEO of German media giant Spiegel Online, to lead its new media partnership team. In the past the high profile executive has been both a critic of Facebook and a passionate advocate of its Facebook Journalism Project.

    18th Mar 2019 Features
  • How technology is changing content marketing

    There is a lot of discussion within the content marketing, and indeed the publishing industry in general, as to how recent technological innovations are going to change branded communications. Christine Beardsell, chief content officer and board member of C3, and presenter at DIS 2019, is among the figures leading the conversation. 

    18th Mar 2019 Features
  • ‘Pay gates’ perform better than paywalls, proves Swiss news publisher

    A Swiss digital news publisher has found their conversion rate of registered users to paying subscribers has increased by five times since they have altered their approach from building paywalls to creating "dynamic pay gates".

    14th Mar 2019 Features
  • Productivity hacks for magazine editors

    After years of shifts, downsizing, and mergers, some magazine media around the world are feeling the pinch. We're all dealing with strained and sometimes non-existent resources, stretched for time, and tasked these days with doing more with less.

    18th Mar 2019 Features
  • New mobile story formats: lessons learnt thus far

    It is early days for developing new mobile storytelling formats. Despite some successful prototypes, most of the heavy lifting is still about to happen, says Jacob Gjørtz, VP marketing at CCI Europe. Based on what we have learnt this far, brevity, video and AI will be central to what happens next.

    18th Mar 2019 Features
  • How technology is changing content marketing

    There is a lot of discussion within the content marketing, and indeed the publishing industry in general, as to how recent technological innovations are going to change branded communications. Christine Beardsell, chief content officer and board member of C3, and presenter at DIS 2019, is among the figures leading the conversation. 

    18th Mar 2019 Features
  • Facebook's director of media partnerships on how publishers can work with the platform

    Last year Facebook hired Jesper Doub, who was then CEO of German media giant Spiegel Online, to lead its new media partnership team. In the past the high profile executive has been both a critic of Facebook and a passionate advocate of its Facebook Journalism Project.

    18th Mar 2019 Features
Go to Full Site