The newspaper industry has had to make significant changes to adapt to the new ways that people access news and information. Print readership is declining, taking advertising revenues with it and forcing traditional news providers such as Telegraph Media Group to seek new ways to deliver content and generate revenue.
Telegraph Media has been on the vanguard of mixed media news companies, launching the first newspaper group website in 1994 and continuing today with desktop and mobile websites and mobile apps that gather customer information and personalize experiences based on each reader’s behavior and preferences. One of the keys to Telegraph Media’s success has been speed, aided by Adobe Experience Manager in Adobe Marketing Cloud.
“I’ve worked in other newsrooms that claim to be web-first, but the Telegraph is the only place that feels like a truly multiplatform newsroom,” says Telegraph Media Group CIO Chris Taylor. “With Adobe Experience Manager Assets, journalists can upload content and immediately publish it to the web, or adapt it for print, mobile apps, and social media feeds.”
The company worked closely with Adobe Consulting Services to uncover customer insights and maximize the return on its investment in Marketing Cloud solutions. Telegraph Media uses Adobe Analytics to optimize links, recommendations, and page design to help keep readers engaged and Adobe Campaign to segment readers by known interests and online behaviors to deliver more-relevant content. For readers, this means receiving emails that highlight content and promotions that capture their interests. The same information can help advertisers target interested audiences, thus achieving better returns on their investments and adding revenues to Telegraph Media’s bottom line.