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Digital content to serve as ‘backbone’ of Telegraph


Digital content to serve as ‘backbone’ of Telegraph

Bosses behind one of the UK’s biggest news suppliers are set to restructure editorial operations to focus more on digitalisation.

The editor-in-chief of Telegraph Media Group, Jason Seiken, has unveiled plans to swap the organisation’s traditional print mindset for a more modern, digital approach, with online newsfeeds serving as the backbone of each of the Daily Telegraph’s printed editions.

To implement the revamped production system and editorial practices, Seiken got together with the group’s top executives to pick some of the best ideas from North American and European newspapers.

According to the Guardian, some observers believe the new way of working will have a significant impact. Once source quoted by the newspaper called the fresh system ‘templatised’, in that it allows a small team of content specialists to drop text, images and videos into pre-designed pages.

As part of the digital ethos, journalists at the group’s papers will be required to have skills in social media, video publishing, search engine optimisation, and analytics.

In the past two weeks, journalists have been given access to analytics software Parse.ly, while the Telegraph Media Group has taken a 25% stake in data management firm FactMint.

Seiken is also believed to be taking on a more commercial role as editor-in-chief, looking for ways to boost the group’s revenue through ecommerce and other digital routes.

According to data from 2012, the online and print editions of the Telegraph have a combined monthly readership of 8.82 million. In comparison, the Guardian has 8.95 million and the Independent 5.3 million.

Richard Bell

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