Guardian promotes McCall

Carolyn McCall has been formally appointed the successor to Guardian Newspapers’ managing director Caroline Marland.

Carolyn McCall has been formally appointed the successor to

Guardian Newspapers’ managing director Caroline Marland.



Guardian Media Group chief executive Bob Phillis said McCall would act

as managing director designate, working alongside Marland until she

retires at the end of November.



He also said the appointment was timed to coincide with a new phase in

the newspaper’s development. The publisher is building on last year’s

record ad revenues - pounds 25 million up on the previous year. The

Guardian is being guarded about stating absolute figures.



Stuart Taylor, who recently added sales on The Observer to his remit as

Guardian ad manager, is expected to be promoted to the vacant position

of group ad director for the newspapers (Media Business, 31

January).



This role was retained by McCall when she was promoted to deputy

managing director.



On taking up his promotion, Taylor is expected to appoint separate ad

managers for The Guardian and The Observer.



Aside from her newspaper advertising responsibilities, McCall has been

heavily involved in The Guardian’s online strategy and the creation of

Guardian Unlimited. She is expected to accelerate the development of the

digital business, particularly in developing online classified

advertising.



As the market leader in national newspaper classified, The Guardian is

particularly keen to protect its revenue base from the ambitions of

dotcoms.



According to AC Nielsen MMS figures for 1999, The Guardian had 35 per

cent of the classified market by volume, followed by the Evening

Standard with 24 per cent and The Daily Telegraph with 8 per cent.



Guardian Unlimited is preparing to increase its marketing spend fivefold

and is seeking a new advertising agency. Last week it unveiled

enhancements to the site, including a Guardian Unlimited hub replacing

News Unlimited plus a dedicated website for The Observer.



The site, which attracts 12 million page impressions a month, has won

four awards this year, including gongs at the British Press awards and

the Revolution awards.



It can also be received through cable TV and WAP mobile phones.



Commenting on McCall’s appointment, Marland said: ’Carolyn is a dynamic

operator and with her at the helm we can expect great developments at

The Guardian.’



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