The Telegraph has entirely reshaped its business in the past four years. Their focus is acquiring and retaining subscribers to secure their ability to produce the best quality journalism and commercial experiences long into the future.

Testament to this vision and success is that all bar one of their 15 AOP Digital Publishing Awards entries detailing this transformation was shortlisted.

Going into 2022, The Telegraph Media Group were faced with a cost-of-living crisis that saw everyone question the subscriptions they were paying for. Growth was going to be hard. As competitors began the process of trying to catch up with the publisher, they pursued ongoing modernisation to retain a significant advantage.

Digitally, they continued to innovate in finding ways to replicate the cinematic broadsheet experience readers expect for big events and powerful journalism. Commercially, the tough news agenda saw many brands block hard news and push our lifestyle channels to capacity.

In addition to this, the open marketplace was attracting huge amounts of digital display - even though advertisers didn’t know where or in what context their ads were appearing.

The team needed a new strategy to open up more of their premium high-traffic, high-engagement inventory and to prove the value of their subscriber-first audience and ad light environments.

The result is a galvanised business focused on enhancing the subscriber experience through the very best digital storytelling, products and commercial partnerships.

Return to case studies