Your web readers may not be the same as your print readers

[Keyword: ]. Press Gazette reports on a speech from Telegraph online editorial director Edward Roussel that gives an insight into the new challenges facing editors who must manage content consumed by different audiences through different media:

“Roussel said there is only a 13 per cent overlap between the Telegraph’s print and online readership.

“”Groups like ours that are used to having a one-size-fits-all strategy where you know that the competitor is The Guardian or The Times, now need to think far more carefully about who are the audiences — plural — that they’re targeting, and then look at each of those audiences and determine who your competitors are on an audience-by-audience basis.

“He said that Telegraph section heads working in the central news “hub” at the paper’s new integrated newsroom in Victoria will have to think more carefully about the different demographics of the audiences of their various products.

“He said: “Certainly in the newspaper industry, over an extended period of time, people haven’t had to ask that question and are probably a bit fuzzy about who their audiences are.”

“Roussel gave the example of the sports hub, headed by Keith Perry, which will have to hold onto its loyal readership of the printed sports section while also appealing to users of interactive online features such as fantasy football, which he described as having a “more C1 [lower middle class]” demographic than the average 56-year-old Daily Telegraph reader.”

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