ESI Media ‘reappraising’ business as it hunts for new editorial exec and opens commercial content unit

The specialist commercial content division will form a key part of a broader client solutions team called ESI Invent and will encompass creative, production and sales.

Led by former deputy editor of the i, Rhodri Jones, the unit will work closely with the wider editorial team to create bespoke content solutions for ESI’s commercial partners as well as using existing content from the Evening Standard, Independent, i and supplements.

“The new unit will develop existing print and digital areas, such as travel, but also brainstorm and work with commercial partners on generating new ideas," continued Wills.

“In London we’re continually having major diary events – such as the Tour de France - or just the booming aspects of London life like social, technology, fashion, and sport. Each have potential to attract commercial interest across all the platforms.”

It is being led by former deputy editor of the i, Rhodri Jones while former ESI supplement manager Mark Burborough has become head of branded content. The commercial sales element of ESI Invent will be led by group strategy directors' Matt Batchelor and Dan Locke.

Jones said that ESI Invent will “draw on the enormous pool of talent and expertise within the Evening Standard, Independent, Independent on Sunday and i to produce content tailored specifically to clients' needs.”

In an attempt to ensure there is cohesion across all aspects of the business as a result of print, digital and now television coming from one editorial operation. ESI has created the new role of head of multimedia business.

“[The successful applicant] will have a wide ranging brief across all the print titles but also about promoting, ideas and interviews across London Live,” explained Wills.

According to BARB, in the four weeks from May 26 London Live has reached an average of 120,000 per day, despite being heavily promoted in the Independent and Evening Standard of which more than 900,000 copies are given away free every day.

Wills said that “from the beginning [the channel] was never going to be anywhere near competing with the traditional long established broadcasters.”

“Technically it’s been a success so we have the foundations that we’re going to be building on over the next few months and we have new ideas and various extensions planned.”

He added that looking at targets across the board, it is hoping “to grow on the figures out there but not put hard numbers on it.

The Drum spoke to ESI Media's commercial director Jon O'Donnell on the day of London Live's launch.