Reaching and connecting with New Audiences - Chris Lloyd

1,325 views
1,269 views

Published on

Published in: Business, Technology
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,325
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
0
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Reaching and connecting with New Audiences - Chris Lloyd

  1. 1. Reaching and connecting with New Audiences Chris Lloyd, Assistant Managing Editor
  2. 2. Overview • Why chase this new audience? • How do you attract ‘them’ and keep them returning? • What works (and what doesn’t)
  3. 3. Back in ’94… quot;Look, this internet thing will change everything - how we work, how we play, how we read, how we run businesses, how we educate our children, everything.quot; Derek Bishton, Editor, Electronic Telegraph 1994
  4. 4. 2005 881,071 average net circulation 2,075,000 Readers (M-S) 635,968 average net circulation 1,786,000 readers Source: ABC Sept 07-Feb 08, NRS Jan-Dec 07
  5. 5. credibility authority trust The Brand engagement telegraph 22nd May 2006
  6. 6. From this…………………………….to this Print focused Audience focused Culture Change
  7. 7. The Market View UK Trends – quality newspapers (print & web) Quality newspaper websites – unique users Daily Quality Mkt – total circulation Source: ABC total circulation data, 6-month roll; ABCe-audited data (Net of all UK uniques (not de-duped), modelled where necessary, inc. Mail exc. Ind)
  8. 8. Aim: Provide our audience with access to content – when they want it, where they want it and in the format that they want it PRINT ONLINE AUDIO VIDEO High quality, intelligent content across all media
  9. 9. Tell your readers what you have
  10. 10. June 2006 June 2007
  11. 11. • Text • Video • Related content • Distribution
  12. 12. Sharing with News Aggregators FARK – www.fark.com DIGG – www.digg.com REDDIT – www.reddit.com
  13. 13. TOP LEFT Where most People click
  14. 14. Make it easily and conveniently available
  15. 15. Widgets •  Range of widgets downloadable from the website •  Useful & versatile –  Versions available for most major websites/platforms –  Customisable content
  16. 16. •  High quality, entertaining and informative short form programming •  Produced exclusively for the web
  17. 17. •  Available on 3G and WAP- enabled phones •  Current content offering: –  News –  Finance –  Sport –  Travel
  18. 18. Coming soon…..
  19. 19. Apps The Business App •  First to offer streamed video business content •  Market updates •  Brand content (Alex cartoon, Questor…)
  20. 20. Engaging readers as a community
  21. 21. The fastest-growing UK newspaper website 22.1m monthly global audience Up 126% YoY 6.3m monthly UK audience Up 71% YoY ABCe-audited data, Aug 06/07/08
  22. 22. •  rint P •  nline O •  ideo V •  udio A •  mail E
  23. 23. Summary •  Cultural change and real ownership from all areas of the business •  Make it as easy as possible for people to find your content – and shout about it yourself •  Utilise new channels of distribution •  Try new things •  Don’t be afraid to make mistakes
  24. 24. Thanks Chris.lloyd@telegraph.co.uk

×