Trinity Mirror unveils icScotland

Trinity Mirror New Media has launched icScotland - the first in a series of regional lifestyle and listings guides.

Trinity Mirror New Media has launched icScotland - the first in a

series of regional lifestyle and listings guides.

The group says it plans to launch 16 sites, establishing the IC brand as

’the UK’s leading local portal’.

The icScotland site contains a searchable database of information on

everything from shopping to the arts, as well as a business directory

called icPages. Content is drawn from Trinity Mirror’s Scottish Daily

Record and Sunday Mail, as well as local guide The List and

Advertisers can book microsites on relevant pages, or sponsor


The Daily Record has created a sales division to pull revenue into the

site and take over sales on the paper’s own website from the Mirror

Media team in London.

Head of sales Susan Brownlie leads a team of six directory sales people

and a three-strong key accounts group. She is also hiring three

directory sales staff.

Brownlie said: ’We’ve been selling on the site for 17 weeks and we’ve

already taken pounds 500,000. People want to spend money on the web in

Scotland, but haven’t had the right outlet. There was even a high level

of interest when we didn’t have much to show potential advertisers. We

had to rely on their enthusiasm for the idea, and their trust in the

Daily Record.’

Brownlie said the site offered local businesses a direct route to


’When users want to see a film, the site shows them what’s on at the

cinema closest to them, as well as delivering information on bars and

restaurants in the vicinity.’

She stressed that icScotland was not a ’haggis and shortbread’ site.

’This is about Scotland now - we’ll be talking about clubs, bars and


There are more than a million regular internet users in Scotland and

they’ve never really had content tailored specifically to them.’

The site expects to draw its audience from Scottish surfers who have

previously had to turn to national portals such as Yahoo! and Excite for



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