Media Analysis: Telegraph Suffers Identity Crisis

Marketing, February 6, 2008 | Go to article overview

Media Analysis: Telegraph Suffers Identity Crisis


The newspaper's incoming marketing chief will find a brand in danger of creating a split personality.

It is often said that particularly cold winters lead to a dip in The Telegraph's circulation as its typically older readers succumb to flu. While this alleged statistical anomaly, often touted by rival newspapers, is perhaps apocryphal, there is no doubt the paper has struggled to shake off its 'Torygraph' reputation and appeal to the lucrative 16- to 34-year-old demographic so loved by advertisers.

Last week it was revealed that Barry Flanigan, director of marketing and communications at AOL UK, is joining Telegraph Media Group as marketing director, replacing Katie Vanneck, who returned to Times Media as sales and marketing director last summer. Flanigan faces a challenging brief, and with the newspaper's creative ad account up for pitch, changes are afoot at the paper.

Crucially, while The Independent and The Times have adopted a more compact format and The Guardian is now Berliner size, The Telegraph has stuck resolutely to remaining a broadsheet.

While this has been praised by some who believe that the paper should celebrate this difference, one former Telegraph marketer claims it is this unwillingness to change that is the crux of the problem for the brand. 'The trouble is that successive teams have come in and tried to make it more attractive to a younger market, without adapting any of the fundamentals such as size, format and fonts,' she says.

Conflict of communication

Alan Brydon, head of press communication at MPG, says that although The Telegraph's sales team has done a fantastic job over the years of arguing that while the paper's audience may be older, it is also more affluent, the publication still faces a number of issues.

'The Sunday Times, The Guardian and The Independent have all invested in marketing activity that reflects their brands, but The Telegraph's marketing is often at odds with what the paper stands for,' he says.

Marc Sands, director of marketing at Guardian News and Media, believes the real challenge is to ensure the link between marketing initiatives and editorial style is seamless. 'The Telegraph's promotional activity and editorial does not sit well together and the paper appears slightly schizophrenic,' he says. Recent promotions have included giving away Paddington Bear and Dr Seuss books in order to appeal to mothers with young children.

Despite these criticisms, the paper has invested substantially in its web offering as well as creating a multimedia editorial operation where journalists contribute to both the newspaper and the web. One senior trading director says that in this respect The Telegraph is 'ahead of the game'. 'Its entire infrastructure, encompassing sales and editorial, is well placed to deliver a truly multimedia experience,' he adds.

Alex Randall, head of press at Vizeum, points out that, crucially, the newspaper's website reaches a significantly younger audience compared with the print edition, meaning it doesn't face issues of cannibalisation.

The rest of this article is only available to active members of Questia

Sign up now for a free, 1-day trial and receive full access to:

  • Questia's entire collection
  • Automatic bibliography creation
  • More helpful research tools like notes, citations, and highlights
  • Ad-free environment

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Project items

Items saved from this article

This article has been saved
Highlights (0)
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

Citations (0)
Some of your citations are legacy items.

Any citation created before July 30, 2012 will labeled as a “Cited page.” New citations will be saved as cited passages, pages or articles.

We also added the ability to view new citations from your projects or the book or article where you created them.

Notes (0)
Bookmarks (0)

You have no saved items from this article

Project items include:
  • Saved book/article
  • Highlights
  • Quotes/citations
  • Notes
  • Bookmarks
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

1

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited article

Media Analysis: Telegraph Suffers Identity Crisis
Settings

Settings

Typeface
Text size Smaller Larger
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Full screen

matching results for page

Cited passage

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited passage

Welcome to the new Questia Reader

The Questia Reader has been updated to provide you with an even better online reading experience.  It is now 100% Responsive, which means you can read our books and articles on any sized device you wish.  All of your favorite tools like notes, highlights, and citations are still here, but the way you select text has been updated to be easier to use, especially on touchscreen devices.  Here's how:

1. Click or tap the first word you want to select.
2. Click or tap the last word you want to select.

OK, got it!

Thanks for trying Questia!

Please continue trying out our research tools, but please note, full functionality is available only to our active members.

Your work will be lost once you leave this Web page.

For full access in an ad-free environment, sign up now for a FREE, 1-day trial.

Already a member? Log in now.