As reported in full by Marketing Week:

Suzi Watford, marketing director of The Times and Sunday Times, says the titles are so focused on driving subscriptions that above the line advertising is not always necessarily the right way to attract potential long-term customers.


“We need to be braver and make sure we don’t always go for paid elements and make the most of all our existing channels - we were sometimes guilty of being more led by our own marketing requirements,” she said.
“We’ve realised [The Times and Sunday Times] properties are so well known that we should be more responsive to customers’ needs and give people a heads up as soon as possible about what to look out for, particularly those infrequent readers who might not have seen a campaign the previous week or day before.”