160-year-old Daily Newspaper Pushes the Boundaries on Storytelling
by Kelly Bergl
Posted on 11-26-2018
How you read the news says a lot about you, and the type of stories you’re likely to keep seeing online. Next time you scroll through a news site, notice what grabs your attention and what you naturally skip—your habits are shaping the way stories are delivered to you.
We see this happening in an advanced way at Telegraph Media Group (TMG), which recently tripled its online registration rates after spending even more time getting to know its audience.
Having been around for 160 years, TMG is still thriving with 100 million readers every month and is moving toward its ambitious goal of 10 million active, registered readers.
Its willingness to reinvent itself in the digital age is evident in its presence not just on web and mobile but also Instagram, Snapchat, and Twitter—where more and more people are going for news.
Building trust with readers to drive subscriptions
It’s a solid bet that readers who find relevant, interesting content on TMG sites are more likely to subscribe. That’s why the company is re-imagining its approach to subscriptions. Instead of immediately putting a paywall in front of its content, the publication allows readers to access many articles simply by registering. That way, TMG earns the attention of its readers—rather than demanding it—and then encourages a subscription with carefully considered, personalized offers.
Whether they register or subscribe, TMG uses Adobe Experience Cloud to learn about its readers—what excites them, what they don’t like, which ads they respond to, and a whole lot more. Those insights allow them to deliver content in ways that keep people reading.
Empowering journalists to move fast with breaking news
The mechanics of publishing are just as important as the reader experience in keeping TMG credible and relevant as a news source. Time-to-publish is crucial to breaking stories first, and TMG is moving faster than ever. In fact, 350 journalists worldwide are empowered to publish their own articles through TMG’s media platforms, amounting to 250 fresh stories and 200 updated stories a day.
“News happens fast, and by encouraging journalists to take ownership of their stories and self-publish, we can deliver more compelling content to our readers as soon as it happens,” says Chris Taylor, CIO at Telegraph Media Group.
TMG is not just surviving the digital age, it’s thriving—and Adobe Experience Cloud provides the tools and insights the company needs as it continues to reinvent itself and transform news delivery and reader experiences.
You can read the full story here and watch the video below
Topics: Digital Transformation, news site, personalisation, targeted ads, Telegraph Media Group, UK, UK Exclusive, Digital EMEA