Ciar Byrne talks to Dominic Carter, group chief commercial officer at News UK, about the “story telling business” we’re all in and how the future is based on driving innovation and encouraging collaboration.

Dominic describes how this year has been the toughest ever as advertising virtually disappeared for two months, but that his message to advertisers is, “being absent from the market will hold back your growth when the pandemic is over”.

By focusing on audience reach, the newspaper sector has a positive growth story to tell. Driving better engagement with, and understanding of, consumers, establishing full funnel attribution metrics and making advertising easier to buy, will all enable newspapers to compete effectively for a greater share of the advertiser wallet. 

The newspaper sector has changed hugely in the thirty years he’s worked in it, Dominic tells Ciar, but it remains an incredibly exciting place to work.

(This interview was recorded on 17th November.)

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