World Association of News Publishers


Tickles: Archant's challenge to Groupon

Tickles: Archant's challenge to Groupon

Article ID:

13161

One in 10 online users in Europe use coupon websites, with the vast majority going to Groupon. But coupon, "daily deal" or group buying sites provide a natural business for local newspapers, which have traditionally been coupon providers to local audiences.

Serge Taborin, Group Business Director of the UK regional publisher Archant

Serge Taborin, Group Business Director of the UK regional publisher Archant, presented a case study of how the company bought the group buying site 'Tickles' and developed it in their local markets as an alternative to Groupon.

"There is plenty to go after and that works better for our local advertisers than Groupon," Mr Taborin says. "We have a great opportunity to integrate it into a wider offering and a much wider channel for advertisers to access a local audience."

"It's opened doors to people we never had a relationship with before, people who have never advertised in our newspapers. And we've been able to convert some of them to advertising in the newspaper as well."

The purchase of Tickles was part of a larger strategy in which Archant reconsidered its entire portfolio of digital products, Mr Taborin says.  "People were coming up with great ideas, but they ended up not being implemented properly," he says. "We undertook a comprehensive review of all we do digitally, took a step back, and discontinued a number of number of non-performing projects. Once we did that, we focused on improving existing products and selecting some new initiatives to be part of."

Here are some of Mr Taborin's key lessons about coupon sites:

- Sales force is critical.
- Focus on the right deals
-Maintain commission rates.
-Not every deal works – 4 or 5 bad deals in a row can reduce audience.
-Variety of deals is important.
-Own assets are a valuable marketing tool.

Author

Larry Kilman's picture

Larry Kilman

Date

2011-04-11 14:08

Author information

Here are the summaries of all speaker presentations at Digital Media Europe, that was held in London from 11-13 April 2011. Read more ...

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