by: Arif Durrani | Media Week

News International's chief executive, Tom Mockridge, has revealed The Times, the Sunday Times and The Sun newspapers are preparing to implement a "groundbreaking" automated system that will convert prints ads into digital iterations.

In a letter, seen by Media Week, to top spending clients and agencies this week, the chief executive has detailed rollout plans for a new advertising model, described as "a pioneering approach to our advertising model that breaks down traditional barriers between print and digital".