Paul Crosbie is the MD of Fortunegreen Ltd. the company that publishes Metro Herald and now also GoMetro.ie
The Company: Launched in January 2010, merging Metro and Herald AM into one, Metro Herald is the only quality, daily, free newspaper available in the country. The brand is synonymous with city living and an integral part of urban life in Dublin.
This year Metro Herald launched its new consumer website GoMetro.ie
GoMetro is a one-stop shop for commuters, giving users all the relevant transport information, including real-time news of delays and obstructions. It helps them get to and from work in the most efficient and entertaining way possible and our tagline is… in the know, on the go!
We also have developed ‘Metro Street’ which is our 180 strong merchandising brand army that not only distributes our morning paper, but also executes experiential advertising and promotions on the streets of Dublin, or any Irish city/town in Ireland, pending client requirements.
Metro Herald is a joint-venture between Associated Newspapers, Independent News & Media and The Irish Times
Job description: I’m MD of Fortunegreen Ltd. the company that publishes Metro Herald and now also GoMetro.ie which we launched on April 7th. Metro Street is the on-street promotional branch of the company.
My job is to run the business… simple really! This entails reporting to my board on a quarterly basis, but also keeping them up to speed of weekly/monthly performance, new developments within the company and the marketplace, setting goals and objectives for my management team and their different departments, appraising their progress and mentoring them in achieving their goals, which link into our core company objectives. From an operational perspective, I spend a large part of my time conceptualising potential commercial ideas and then pitching and selling these concepts to our advertising agencies and clients with our sales and marketing team, keeping a finger on the pulse of what’s happening in the media industry, particularly in print and on-line, strategizing, driving new business developments and potential partnerships.
Likes: I get huge satisfaction from effective advertising… no matter what the platform. I love to see a clever marketing concept deliver a return on investment. When we pitch an original multi-media concept (especially something that is first to market), sell it and deliver it successfully, that’s what makes it all worthwhile. I have an excellent team of people in Metro Herald with a ‘can do’ attitude and when the will is there, there’s always a way. We go to great lengths to execute difficult logistical or production orientated tasks for clients, so it’s never easy, but the team take huge pride in being particularly innovative and creative, which I always try to foster across the company… love this!
Career ladder & Qualifications: Degree in the University of Life! After wasting most of my father’s money in secondary school (as a bit of a messer and playing alot of rugby), I managed by some miracle to get my Leaving and had no idea what I wanted to do.
Warned off by my father from going into the family newspaper business (for all the right reasons), I pursued an interest in graphic design and copywriting after completing the Sharman and Crawford School of Design diploma, worked in London for a year, came back… worked in numerous design houses and agencies in Ireland including Southern, McConnell’s and Concept. I ended up working as cover in Examiner Publications design department as a freelance graphic designer. I got an offer of a job after 9 months and my work visa came through for Australia the same day! Not many jobs going in the early eighties, so I stayed and took the job… (sliding doors!). Developed into feature sales, loved sales and went from there.
Moved my wife and 2 young sons to Dublin and took on the role of National Advertising Sales Manager, which I did for four years. Left the family firm after sixteen years and moved to RTE as ‘The Guides’ Sales manager and went on to become the Commercial Director for RTE Publishing which was very exciting at the time, with the development of rte.ie and other subsidiary businesses. Not content to stay in Donnybrook for life, I moved to Mac Publishing as CEO and got into contract magazine publishing for a couple of years. Returned to the newspaper business to run the Irish Post in London for a year, until the opportunity to come back to Dublin and take over as MD of Fortunegreen Ltd, which I grabbed. That was in 2009 and we merged Metro into Metro Herald in 2010.
I have a certificate in Print and Silk Screen Print and Design, Sales Institute Diploma, IMI Business Management Certificate, Business Skills Development (Greg McConkey), Management Development Diploma, Graphite Diploma in Core Skills Management and Leadership Skills.
Working hours: A typical day is 8.30 to 7-7.30, but I try to get out of here at 6.30pm some evenings if I’m lucky!
Breaktime: What break!? Sambo at the desk or sambo with colleagues. Sometimes a client lunch.
Social media credentials: Let’s say I’m a late adopter! My family and colleagues have great craic at my social media exploits, but I’m getting the hang of FB, I’m on LinkedIn and I’ve have started to Tweet. Not sure if the best on-line media gurus have quite nailed the commercial structure and revenue stream transferal over from traditional media as yet (though there is now some traction), but we will keep evolving and moving with the ever-changing media landscape, which is pretty hairy, but super-challenging and certainly keeps to you on your toes!
News sources: Traditional media for me firstly, though I am using my mobile more and more for everything. I scan the papers most mornings. I check out TV news, Irish Times.com, RTE.ie, Breaking News, http://gometro.ie/(of course) and I quite like Ivan Yates on Newstalk in the mornings if I’m in the car. Business and Leadership, Silicon Republic, AdWorld and IMJ are all great for business and industry news.
Onsite or offsite: 20/80 offsite/onsite. The role is about people. There is a lot of people interaction and management in my role primarily with the management team, commercial and editorial. The sales team are on the front line…that’s our lifeblood and that’s where I have most of my focus.
Digital strategy/vision: To launch a site that has a. real utility and b. keep users/commuters there by ensuring it’s entertaining and interactive c. build traffic base and leverage revenue from that. GoMetro!
I love Mondays because: You’re ready for the week and the world, energised after a couple of days off and I can catch up on all the sport from the weekend, as I’m a huge sports fan, right across the board.