Martin Little is the Audience Director (Digital distribution and marketing) at Reach plc, the UK’s largest commercial news publisher. In this role, he leads initiatives to deepen audience engagement and foster loyalty across Reach’s extensive portfolio of national and regional titles. Martin’s work is central to the company’s customer value strategy, focusing on driving maximum audience across the network whilst turning casual readers into registered, loyal users through innovative content strategies and data-driven insights.

Before joining Reach, Martin held several key positions in the media industry. He served as the Digital Content Director at JPIMedia, where he was instrumental in enhancing digital content strategies. His earlier roles include Online Editor at The Press and Journal and Head of Business Development at Romanes Media Group. Martin began his journalism career as a reporter for a free weekly newspaper in Stirlingshire, Scotland.

Under his leadership, Reach has restructured its entire audience function to drive digital distribution across SEO, social and direct channels and appointed the industry’s first Online Safety Editor in response to the growing tide of online abuse experienced by the company’s 2,000 journalists. He is also responsible for the customer acquisition, CRM and communities teams which enabled the launch of successful initiatives like “Project Stamp,” which reimagined newsletters as standalone editorial products, significantly boosting engagement and subscriber numbers.

Martin’s approach emphasizes the importance of understanding reader behavior and leveraging data to inform content decisions, ensuring that journalism remains both relevant and resonant in the digital age.