Trinity Mirror Regionals to become partner of Google’s AdWords campaign

TRINITY Mirror Regionals (TMR), publisher of the Liverpool ECHO, has announced it has become the first newspaper group to become a Premier SME Partner of Google’s AdWords advertising programme in the UK.

It means TMR will sell a range of AdWords account management services from account setup and activation to ongoing campaign maintenance and optimisation, allowing them to use online advertising as a cost effective way to find and target new customers.

Tariq Janmohamed, head of the Partner Programme for Europe, Middle East and Africa, said: “The Programme was created to help small-and medium-sized businesses who don’t have the time or resources to manage their advertising campaigns.”

TMR managing director digital marketing services, Phil Machray, added: “This further broadens our offering of marketing services to local advertisers.”

Trinity Mirror invests for future and increases savings
MEDIA group Trinity Mirror today said it was investing for future growth while increasing cost savings by £10m to maximise short-term profits.

The group, which includes the Liverpool Daily Post and Liverpool ECHO titles, was reporting half year results to July 3.

Total sales fell slightly from £382.2m to £371m, while pre-tax profits were £41.9m against £50.4m.

Chief executive Sly Bailey said she had undertaken a series of actions to limit the impact on group operating profits.

MEDIA group Trinity Mirror reports an upturn in circulation revenues for its Sunday titles which should help it deliver a full year performance ahead of market expectations.

In a trading update for the 17 weeks to October 30, the group, which owns the Liverpool Daily Post and Echo, said it has benefited from the closure of the News of the World, with year-on-year volume gains showing the Sunday Mirror up 61%, The People up 58% and the Sunday Mail up 5%.

Today’s update says that while the underlying trading environment remains challenging, the group has delivered revenues in line with the same period in 2010, helped by the increase in Sunday sales.

It adds: “In addition, we have seen an improvement in the rate of decline in advertising revenues compared to the first half and continue to achieve growth in other revenues.” And it said it is on track to achieve targeted savings this year of £25m.

Strong cash flow has also helped to reduce net debt by £20m to £242m, with further falls expected for the remainder of 2011.

The group said: “While we expect the trading environment to remain difficult, the board anticipates that the benefit of management initiatives will continue to help offset the effects of the challenging environment.

“The board expects increased circulation volumes and revenues of our Sunday titles will help deliver performance marginally ahead of the top end of the current range of market expectations in 2011.”

Structure Redundancy
In addition of previous articles discussing on building resistance, structure redundancy is also need to be consider on designing a building. Structural systems must be capable of transferring load to supports or the ground. For a structure to be stable, at least one load path capable of carrying loads must exist within the structure.

The load path must satisfy strength demands and static equilibrium. The structure must be restrained from moving as a rigid body or linkage. If the load path is interrupted, due to the effects of a bomb or blast, then the structure will collapse if no alternate load path is available. Redundancy in load paths allows redirection of loads to alternative load paths. This maintains structural integrity, should one load path fail.

Redundancy for gravity load systems can be tested mathematically by performing an analysis of the structure upon the removal of particular elements. An example would be remove from a structure. If one column can be removed and the structure remains stable, path exists.

There are structures where acceptable levels of damage are relatively low (where it is particularly important to limit the extent of damage). For example in stadiums and arenas where large masses of people are concentrated in one area for a short period of time, the main goal may be to provide clear egress from damaged to safe zones, for the most severe threat considered.

Multistory buildings can be grouped into highly redundant, moderately redundant, and non-redundant structural systems. • Highly redundant systems are those that can distribute loads in three dimensions, such as two-way moment frames, two-way truss systems, or two-way flat slab construction. • Moderately redundant systems are those that have planar moment frames with seismic detailing, reinforced concrete frame structures with seismic detailing, structural systems that can develop catenary behavior, or reinforced masonry construction. • Non-redundant systems are typically non-reinforced masonry structures, long-span trusses with little cross framing, light-framed steel structures with minimal lateral bracing, or lightly reinforced concrete structures with floor systems of flat plate construction. Corner bays of building floor plates are generally the most susceptible to collapse, since there is no continuity at two faces.

In practice, redundancy must be combined with standoff and hardening. Architects and engineers must understand the blast or impact loads and the behavior of structural elements to these loads if a balanced design is to be achieved.