Presentation by Katie Vanneck, Group Marketing Director, and Annelies van den Belt, New Media Director, The Telegraph, UK, at the 59th World Newspaper Congress, Moscow, 4-7 June.
was the first newspaper in the United Kingdom to offer its content
online and the first to offer podcasts. It has embraced the digital
future completely. Katie Vanneck and Annelies van den Belt spoke at the
congress about how to integrate new media into the newspaper culture.
Be consumer centric. The Telegraph
has a reader panel of 20,000 readers whose insights help drive the
direction of the business. It also uses its online presence as a
conduit for reader comments – 2,000 were received in the 24 hours after
Parliament banned smoking in public places, for example. Not only do
the comments offer reader interaction, but they were also used by
journalists for the next day's reaction story.
Be brave and innovative.
"Online content is quick to develop at relatively low cost, so it
allows experimentation. Introduce new products on a trial and error
basis and don't be concerned with failure -- you'll learn from your
experience and be able to introduce what you've learned next time,"
said Ms van den Belt.
Invest in core assets.
This includes the brand, human resources and quality content. "Quality
content is absolutely king in the multimedia world. Newspapers can do
it better than anyone else."
"It cannot be an afterthought and it has to be integrated. Every
department needs to think and act digitally. It is easier to talk about
than to do, but we have to follow through."