Reaching and connecting with New Audiences - Chris Lloyd

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  • 1. Reaching and connecting with New Audiences Chris Lloyd, Assistant Managing Editor
  • 2. Overview • Why chase this new audience? • How do you attract ‘them’ and keep them returning? • What works (and what doesn’t)
  • 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. 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. credibility authority trust The Brand engagement telegraph 22nd May 2006
  • 6. From this…………………………….to this Print focused Audience focused Culture Change
  • 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. 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. Tell your readers what you have
  • 10. June 2006 June 2007
  • 11. • Text • Video • Related content • Distribution
  • 12. Sharing with News Aggregators FARK – www.fark.com DIGG – www.digg.com REDDIT – www.reddit.com
  • 13. TOP LEFT Where most People click
  • 14. Make it easily and conveniently available
  • 15. Widgets •  Range of widgets downloadable from the website •  Useful & versatile –  Versions available for most major websites/platforms –  Customisable content
  • 16. •  High quality, entertaining and informative short form programming •  Produced exclusively for the web
  • 17. •  Available on 3G and WAP- enabled phones •  Current content offering: –  News –  Finance –  Sport –  Travel
  • 18. Coming soon…..
  • 19. Apps The Business App •  First to offer streamed video business content •  Market updates •  Brand content (Alex cartoon, Questor…)
  • 20. Engaging readers as a community
  • 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. •  rint P •  nline O •  ideo V •  udio A •  mail E
  • 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. Thanks Chris.lloyd@telegraph.co.uk