Trinity merges national and regional digital teams

Trinity Mirror has merged its national and regional digital operations into a single unit headed by the former head of its UK nationals digital business Chris Ellis.

Ellis, who joined Trinity in May 2011 from online games company IGN Entertainment, has been appointed to the newly-created role of managing director for Trinity Mirror Digital.

He will report to Trinity Mirror Nationals managing director Mark Hollinshead and regionals managing director Georgina Harvey.

The move follows a redesign of Mirror Online in February. As part of the digital restructure, the technology behind the redesign will be rolled out to Trinity's regional websites this year.

The digital team is currently developing multi-device mobile products, both mobile sites and apps, to accompany its key titles and will launch newspaper an advertising-funded MirrorOnline app on iPhone and Android later this year.

It is also working on paid for e-editions for tablet devices for the Daily Mirror, Daily Record and its city titles.

'This intensive period of activity will be enabled by a new organisational structure and the creation of a new Trinity Mirror Digital consumer unit with a group wide remit to accelerate delivery of these and other new digital initiatives,'said chief executive Sly Bailey in her comapny's full-year results."

In a letter to staff she said: "As of today we're bringing together our regional and national core digital teams (excluding our digital marketing services and online classified businesses) into a single digital unit to accelerate digital audience and revenue growth.

"All our digital brands will retain their individual identities, but they will now benefit from a consistent company-wide approach to product management, engineering, technology and monetisation.

"We are also creating a dedicated standalone team to focus entirely on new product development and innovation. Developing and launching new nationwide digital products beyond our current footprint is key to our digital growth.

"This integrated digital structure will allow us to accelerate the launch of new products and services. It will also allow new features developed in one part of the business to be quickly shared and deployed across the group."

Digital revenues at Trinity increased by 1.3%, or £0.5m, in 2011 to £37.6m.

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