Telegraph Changes Tactics from Chasing New Users to Improving Channel Quality
The publisher Telegraph Media Group has announced it is now focusing on increasing its content quality Telegraph.co.uk instead of chasing new website visitors.
Their Digital Editor, Edward Roussel, has commented, "The big focus for us now is yielding a sustainable business model. Rather than focusing relentlessly on the aggregated numbers of unique users and page impressions, we’re looking more at channels,"
The Telegraph website, which is the third most popular UK newspaper site with 30.7m unique users – will now focus on the "three Cs" as defined by Roussel: content, commerce and clubs.
Clubs are an area where Roussel sees an opportunity to make extra revenues. "I'm a great believer that we can do more with clubs where people pay for their membership. All publishers have talked about the role of paywalls in the commercial model," he said.
This strategic change by the Telegraph follows other major publications such as The Mirror and The Guardian, who are firm converts to the belief that that a loyal audience is most valuable.
