Category: Media

Are you successfully tracking your content marketing efforts?

OliverLuft 24th November 2014

Content marketing. It’s come to save us all, hasn’t it? With consumers looking around every available social network for information and entertainment, all brands have to do is provide satisfying content and in return people will be only to pleased to fill their coffers. Right?

Well, stone me. It’s a little bit more complicated than that. According to research from the Content Marketing Institute, brands are either having difficulty (or simply not bothering to…) to measure the value of their work.

Just 21 per cent of B2B marketers claimed they were successfully tracking the ROI of their content marketing campaigns.

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Programmatic ads: can they disrupt agencies and threaten ad sales jobs?

OliverLuft 17th October 2014

If you buy ad space on behalf of advertisers and a technology comes along that, almost overnight, undermines your business model and makes it staggeringly easy for clients to place ads themselves, you might well have a few sleepless nights, perhaps even considering what other ad sales jobs are available.

Well, say hello to ‘programmatic advertising’.

The term isn’t one familiar to many, but for those focused on the future of ad sales and marketing, programmatic advertising is rapidly becoming the thing that dominates their thinking.

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Clickbait won’t help local newspaper business models, building communities will

Matt D'Cruz 10th October 2014

A few weeks ago, a disgruntled newspaper journalist said to me “the rationale seems to be ‘why bother doing your USP well, when you can do the ubiquitous badly?’” It’s a question many journalists of my acquaintance have been struggling with. I’m sure they would sympathise with Gareth Davies, Chief Reporter at the Croydon Advertiser, who publicly vented his fury on Twitter after fellow Local World website, the Maidstone & Medway News, ran a story on the celebrity nude photo hacking scandal.

I’m sure most people would agree this isn’t a story of immediate relevance to the Maidstone & Medway area, and many journalists of my acquaintance are queasy to say the least about the proliferation of ‘clickbait’. The website’s editor, Simon Finlay, defended the decision, saying “we’re trying to drive an audience to our site… [these stories] do get us thousands of hits and that’s a good thing.”

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Knowing about programmatic advertising could help your media job prospects – so what is it?

Matt D'Cruz 18th August 2014

Nearly a third of publishers in the UK have not heard of programmatic advertising, according to a recent survey by tech firm AppNexus. For a technology that has been widely touted as the future of the publishing industry, this is faintly astonishing.

So what is programmatic advertising?

In a nutshell, it’s a form of online display advertising that relies on complex algorithms to set a series of criteria that when met trigger the deployment of ads. Campaigns are booked and optimised via a simple web interface.

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Martin Tripp Associates: what sectors and job titles do we recruit for?

Martin Tripp 8th July 2014

Last month, I had a surprising conversation with a regular media client. He’s used Martin Tripp Associates extensively over the years, but only to help headhunt content roles. I was amazed that he was unaware we also recruit in other areas – heads of digital, marketers, general management, commercial roles, strategy directors, and so on…

So, being a statistics geek, I thought I would share the following infographics with you. They help visualise what it is we do here. Based on last year’s activity, the first chart shows a breakdown of our assignments for media clients according to the disciplines we recruited.

While ‘General Management’ was the largest single category we worked on, the big rise was for ‘Product/Insight’ roles and this reflects a trend toward better-informed product development and customer-led innovation.

We have also seen rapid growth in demand for digital-savvy commercial leaders. They are in short supply, and highly prized by their employers; like the Product/Insight people, the best are only found and recruited by a thorough search process.

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Media recruitment: the five worst things to say or do during an interview

Matt D'Cruz 7th March 2014

Logo of executive search consultant firm Martin Tripp AssociatesAs specialists in media recruitment we often get asked about interview technique – what are the best ways candidates can present themselves to us and to potential employers. More strikingly, perhaps, we rarely get asked about the howlers, the absolute no nos, the things you really don’t want to say or do say during an interview – yet time and again we see the same issues cropping up.

Quite rightly, candidates focus on the positive aspects of their interviews – the points they intend to raise that show them in a good light to a potential employer – but too often not enough thought is given to the kind of behaviour that is best avoided.

If you want to avoid coming a cropper, it might be worth bearing in mind these few simple things:

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Media headhunters go to… a celebration of our free press

Martin Tripp 4th December 2012

This evening’s British Journalism awards was a low key affair (and not the boozy do media headhunters have witnessed in the past). That said, it wasn’t – as you might expect given the Leveson inquiry and the mass-summoning of newspaper editors to No 10 today – a downbeat affair.

It was run by Press Gazette which, even in its new online-only form, continues to celebrate the best (and excoriate the worst) in British journalism. It was fitting, in this week of all weeks, that the awards were held in the sober surroundings of the Stationer’s Hall. The Stationer’s Company, its spokesman reminded us, was responsible for enforcing the closure of unlicensed publications for much of its early history. ‘Unlicensed’,

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Murdoch at 11th place in The Guardian’s Media 100 is too low

Martin Tripp 17th September 2012

At this time every year, The Guardian publishes its Media 100 – a list of the most powerful people in the UK sector. At this time every year, our media executive search team spends 20 minutes in the office dissecting it, and some time texting those people we know with jokey messages about their brilliance or under-representation. And at this time every year, I write nothing about it.

There’s no point getting hot under the collar about the often seemingly arbitrary names that start to come in after place 20 on the list. The fact that there are 47 new entries on this year’s list illustrates the point: the media market is moving fast, of course; but not

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Local news success must come through relevance

Martin Tripp 20th April 2012

I recently read an article by James Ashton in the Evening Standard which is one of the most incisive I’ve read in recent times about the plight of regional newspapers and the knock-on effect for media jobs in the regions.

It is ironic that, while we have a culture secretary who is championing “ultra-local” broadcast businesses, print equivalents are rapidly losing the sense of identity that makes them a ‘must buy’. Of course, it is an expensive thing to maintain a news centre

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Media jobs: movie marketing lessons – what’s the strategy?

Martin Tripp 2nd March 2012

Speaking on Radio 5 Live to Simon Mayo and Mark Kermode today, Andrew Stanton, director of John Carter, complained that people were fixated on “the money”. “It’s the most boring subject in the world”, he protested. “I make films for myself.”

Of course, it is difficult to criticise someone with his track record (Toy Story, Wall-E, Finding Nemo, etc). But, as Kermode later protested, if you spend $250m on making a film, people are bound to focus on the money. Investors want a return

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Media recruiting tips: graduates beware

Martin Tripp 1st November 2011

This article first appeared in Press Gazette

I have just watched BBC3’s “Up for Hire.“ Four young unemployed people were given an opportunity to show how they would work under different circumstances. I found it quite depressing: not least because it served to underline prejudices about media degrees and media graduates.

Kirsty, one of the four candidates, had graduated in Newspaper and Online Journalism. She was disappointed because she had “paid a lot of money” and couldn’t get the job she wanted in the media. She also mentioned she didn’t like being “told off” or in a team: “I like working on my own really – that’s got something to do with me wanting to be a reporter.” The inability to take direction or collaborate seem pretty large barriers to entry in any career – especially journalism.

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Media recruiting tips: Frankly, Mr Shankly – resigning issues

Martin Tripp 1st May 2011

This article first appeared in Press Gazette

“Frankly, Mr. Shankly, this position I’ve held
It pays my way, and it corrodes my soul
I want to leave, you will not miss me…”

As Morrissey famously illustrated, there are ways to resign, and ways not to. However good for the soul it might be to get back at a boss or a business, it is inadvisable. Resignation is an underestimated part of career management. How you leave will often dictate how you are remembered.

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Media headhunters’ view: the christmas job market cheer

Martin Tripp 18th December 2010

This article first appeared in Press Gazette

I am writing this in December, a week before Christmas. And, guess what? This week, I have ten interviews in my diary.

This time last year, our media headhunters‘ diary was empty. I was not alarmed; December is always quiet, but last year felt different. Looking at the column I wrote then, there was a sense that the Christmas job market was holding its breath: the economy was fragile, and the election was coming. Magazines and newspapers were closing, and people had spent the year making cut-backs. Even the buoyant online market was showing signs of caution.

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Media headhunters see Middle East as the new media frontier in journalism

Martin Tripp 1st December 2010

This article first appeared in Press Gazette

I have just come back from the burgeoning media market of the Middle East. Dubai is its poster boy: it has a well-established Media City (essentially, an economic free zone where media businesses enjoy liberties they would not enjoy elsewhere), and is the region’s centre for most large media organisations – including Reuters and the BBC. While some well-established media organisations have suffered during Dubai’s well-publicised problems, there is still opportunity to be exploited. There is always a need for experienced journalists, and it is amazing how many old hands (and new) turn up.

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Empathy and understanding are the key to editorial success

Martin Tripp 1st November 2010

This article first appeared in Press Gazette

In the fourteen years I have been a headhunter and media search consultant, I have been lucky to have worked across an astonishing range of titles and products: from Horse & Hound to The Financial Times, from heat to AOL. We have recruited journalists for Reuters in Russia, Euromoney in the US, and, toughest of all, Saga in Folkestone. Bella, Men’s Health, The Jewish Chronicle; all boast current editors recruited by us.

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Editors need to become commercial players

Martin Tripp 1st March 2010

This article first appeared in Press Gazette

How commercially-minded are you?

If that question brings you out in a rash, take a deep breath. With B2B publishers fighting for every penny, journalists need to think broadly about media jobs, they need to be to able make a real-terms contribution. They are expected to create supplements, roundtables, and conferences, and work with advertising sales to maximise revenue opportunities. So what does this mean for editorial integrity?

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Media recruiting: why your business needs media people

Martin Tripp 27th January 2010

We are all media companies now. And we need media skills to match.

The phenomenal pace of change in internet and mobile technology means that retailers, banks and other consumer-facing businesses are no longer just competing with their high street rivals; they are competing for consumer attention with anyone who has a presence in the digital space. To be effective, they are having to think like media businesses.

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Media headhunters: recruiting in a recession – but still recruiting

Martin Tripp 15th December 2008

There is so much gloom and pessimism in the market at the moment that it is difficult to see any silver lining.

But here’s one:

Since we launched our headhunting business in March, our clients in the media sector have been extremely busy. Over the past eight months, they have retained us to find editors for three newsstand consumer magazines; an MD for a conference business; a sales director for a growing B2B publisher; editorial directors for two publishing houses; a publishing director for an online information service; and the editor of a national newspaper. In addition, we are currently involved in building teams in London and New York for a major news business.

Good news for us, obviously. But why is it good news for the market?

Well, it shows that our clients at least are confident enough to invest in their businesses. They believe that

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