Archant London has announced the appointment a new digital director with the aim of making its London24.com portal the “definitive London guide for visitors from across the world.”
Paul Hood, a former digital executive with Trinity Mirror, will also have the brief of growing the regional publisher’s audiences and digital revenues across its portfolio of newspapers and magazines.
Said Paul: “Archant is in a unique position in London, providing invaluable local news and a community service and playing an important role in the lives of hundreds of thousands of Londoners every week. The trust that our readers have in our brands gives us the opportunity to continue to be as relevant and useful to our readers in the online and mobile environments.
“Our stock in trade – local news – still has tremendous value; it helps people discover and engage with the area they live or work. Our challenge is to make this great content more nimble, to free it from traditional platform constraints, to let it travel to the places where it is most relevant.”
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But will they actually be employing any new, dedicated staff as they embark on this noble mission, or will it be the usual business of expecting already put-upon reporters to do even more?
I wish them the very best of luck, but the dominant train of thought in the industry seems to be that you can expand your range of online offerings without taking on any more new faces.
If you can’t invest the resources into something like that, you just end up with a ‘content farm’ of recycled PR guff, containing nothing original or unique to attract visitors.
Still, best of British and all that. Would be nice to have a success story, though I won’t be holding my breath.
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