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

15. Make it easily and
conveniently available

16. Widgets
• Range of widgets downloadable from the website
• Useful & versatile
– Versions available for most major websites/platforms
– Customisable content

17. • High quality, entertaining and informative
short form programming
• Produced exclusively for the web

18. • Available on 3G and WAP-
enabled phones
• Current content offering:
– News
– Finance
– Sport
– Travel

19. Coming soon…..

20. Apps
The Business App
• First to offer streamed video
business content
• Market updates
• Brand content (Alex cartoon,
Questor…)

21. Engaging readers as a community

22. 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

23. • rint
P
• nline
O
• ideo
V
• udio
A
• mail
E

24. 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

25. Thanks
Chris.lloyd@telegraph.co.uk