This document discusses the Daily Telegraph's strategy to provide high-quality content to readers across multiple platforms. It notes that the Telegraph has over 900,000 average daily print circulation and over 2 million weekly readers, with most readers not consuming other newspapers. The strategy involves training journalists to produce content for print, online, audio and video formats. It outlines the Telegraph's plan from 2007 to implement this change in its organization, culture, and the skills of its staff. Charts show that while the overall newspaper market declined slightly between 2006-2008, the Telegraph's print circulation remained steady and its online audience grew substantially.

1. Chris Lloyd, Assistant Managing Editor

2. 901,930
average net circulation
2,033,000 readers
85%
of Daily Telegraph readers
read no other Quality Daily
Newspaper
676,400
1,910,000
readers
78%
of Sunday Telegraph
readers read no other
Quality Sunday
Newspaper
average net circulation

3. PRINT ONLINE AUDIO VIDEO
Aim: Provide our audience with access to content –
when they want it, where they want it and in the format that they
want it
High quality, intelligent content across all mediaNeed to provide our staff with the competence, ability and
desire to produce it

4. Research
Dec 05
2007
Analysis
Feb 06
Plan
May 06
Implement
Sep 06 – Jan 07
Training
Implement
Organisationalchange
Culturalchange
A year of change

5. 2006/7 - Editorial Vision
From this
• Newspaper Journalists
• Sceptical of change
• Canary Wharf
• Only concerned with
‘Telegraph world'
To this
• Multimedia Journalists
• Embracing change
• Victoria
• Understand the media
landscape
Culture
Change

8. June 2006 June 2007

9. January 2006, 2007, 2008

10. Circulation changes
Total Circulation Oct 06 Jan 08 % change
Daily Quality Mkt 2,200,012 2,125,031 -3.4%
DTL 899,764 884,542 -1.7%
Total Circulation Oct 06 Jan 08
Daily Quality Mkt 100% 100%
DTL 40.90% 41.62%
Circulation change – absolute figures
Circulation change – share of Total Daily Quality Mkt
Source: ABC TOTAL circulation data. (Note: each data point encompasses data from the prior 6 month period.)
+1.76%

11. Source: TGI Net Wave 14 Apr 06-Mar 07
Reach
Newspapers Only
6.33m
Online Only
6.29m
Crossover
2.17m
Ever Read Ever Visited
Telegraph Media Group combined UK reach 14.80m
30.6% of the UK adult population
8.50m 8.46m

12. Summary
• Continue to support business and culture change
programme
• Engage leaders in leading and managing change
• Online traffic has grown substantially
• Newspaper circulation is out performing the market
• Enable people to be responsible for own development
Our audience is better served – 24 hours a day

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