SORRY SITES
ONE of the more curious business decisions of Reach plc, owner of the Mirror amd Express as well as more than 100 regional titles, has been to render their websites completely unusable.
The plethora of pop-ups, intrusive adverts, sponsored links, auto-playing videos, invitations to subscribe to newsletters and notifications and oiher bells and whistles slow the sites down to the point where most people give up and leave. So bad has the experience become that one user declared last week that for the sake of his own “mental sanity” he had given up trying to open a Reach website on his mobile. He had become so frustrated he had thrown his phone against the wall and smashed it. Who he? Er, Lloyd Embley, group editor in chief at Reach.
The company will be relaunching a redesigned set of websites in the coming months, beginning with the Liverpool Echo, with chief digital publisher David Higgerson assuring staff they will “hopefully” be easier to read. Staff on the technical side of the business are sceptical, saying they are constantly told to improve the sites’ performance but forbidden to touch the adverts, which are what cause the performance issues.
Managers, however, have a new plan: to stuff pages with affiliate links on which readers can click to buy things, bringing in “more than £3m” im commission for the company - a significantly higher return than it gets from “programmatic advertising”. “Every article we publish can make a difference,” managers enthused to hacks - nearly 200 of whom are facing redundancy - in a town hall meeting last week. “If it’s a shopping, TV, consumer, travel or tech story, you can easily add an affiliate link to your story that will make money straight away. For every other type of story, you can put in a ‘Read More’ link to great affiliate content.”
At the same meeting, Embley was asked what he understood by the phrase “quality journalism”. He waffled on for a bit before concluding that “it could mean many different things to many different people”.