Trinity Mirror: Understanding audiences to create content to be shared

This event report details research from Trinity Mirror, the UK regional newspaper group, that sought to understand and segment its audience is a more contemporary way.

Trinity Mirror: understanding audiences to create content to be shared

Emily Barley

"Most people, most of the time, don't really give a shit about the brands we spend our whole lives living and breathing."

This was the strong opening message of Zoe Harris, group marketing director at Trinity Mirror, delivered to an audience at IAB UK's Content & Native conference held in London in September 2016.

And Trinity Mirror has acknowledged that the challenge of disinterested audiences is compounded by the deluge of increasingly sophisticated marketing content they are being served. To succeed in this context, advertisers and publishers need...

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