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Brooks Aims To Change News International’s Game With Big Review

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News International’s chief executive Rebekah Brooks has launched a three-year internal review of the company under the slogan “changing the game.”

Every division – including editorial, advertising and marketing – will be under scrutiny as the publisher seeks to redefine its largely print-based business model.

One key element will be an investigation of ways in which News Int can compete for advertising with media companies such as Google (NSDQ: GOOG) and ITV.

According to a report in Marketing Week, the Wapping-based publisher is eager to “invest smarter” in digital and TV.

One clear ambition is to leverage ad sales – and cover prices – during seasonal periods of acknowledged sales spikes, or to greet popular events.

For example, could The Sun use Grand National day, in the same way that ITV (LSE: ITV) charges a premium for advertising around the X-Factor series?

A key player in the review will be Sandra Tinker, the former regional director of ad sales who was recently appointed as “transformation director”. Her brief is to find efficiencies across the sales operations.

The review will consider cost-cutting opportunities, and – according to Media Week’s report – this will be particularly true of Times Newspapers, publisher of The Times and the Sunday Times. Redundancies have not been ruled out.

While Times Newspapers lost £45m in the year up to June 2010, News Group – publisher of The Sun and the News of the World – returned a profit of £88m.

This article originally appeared in MediaGuardian.