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
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
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
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
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