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
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