The Daily Record is merging its print and digital divisions into a single team which will produce content across all platforms.
The Drum believes that as a result, company will take on more writers and photographers for the Daily Record and sister paper the Sunday Mail, and the ‘audience first’ merger of multi-platform teams will roll out to other Media Scotland – which is owned by Trinity Mirror – titles later in the year.
Allan Rennie, managing director and editor-in-chief at Media Scotland, said the Record titles had seen “significant growth” in digital audience and revenue over the last year.
“To continue this momentum, the wall between print and digital is being torn down,” he went on. “Our readers are not waiting for the paper to drop through their door – they consume content all day, every day.”
Staff will be given “extensive digital training” ranging from SEO to social media as part of the change.
Trinity Mirror has heavily invested in its brands’ shift from print to digital, and has created new products such as Amp33d and UsVTh3m in a bid to get ahead in the digital race.
In March, the publisher announced a “major investment” in online video after admitting its current offering was a "poor example", while CEO Simon Fox said Trinity Mirror’s experiments with native advertising and creative advertising solutions were essential for monetising digital.