Telegraph Launches E-Papers For Overseas Market
The Telegraph Group is launching an electronic version of the Daily Telegraph and the Sunday Telegraph in a bid to increase its presence in the lucrative overseas market.
The digital screenprint editions of the papers will be charged at a significant premium to the Daily Telegraph and the Sunday Telegraph‘s UK coverprice, although the cost will vary depending on whether users opt for one off access or a subscription.
The new e-papers will retain the layout of the newspaper’s print edition and will be distinct from the Telegraph‘s online offering.
Commenting on the initiative, Hugo Drayton, managing director of new media at the Telegraph Group, said: “This is an interesting development as it will enable the Telegraph to look at new commercial digital projects. Our research has revealed that a significant proportion of our current overseas users are interested in purchasing a digital edition of the newspaper.”
Shaun Dail, vice president of Olive Software, which developed the technology for the new paper, added: “We believe our ActivePaper Daily solution is an ideal way to bridge the gap between free and charged for content online.”
The Telegraph Group also recently launched an advertising campaign to promote www.telegraph.co.uk, as part of its £8 million marketing drive to promote its recent redesign (see Daily Telegraph Launches Nation-Wide Ad Campaign).
Drayton commented: “Telegraph.co.uk, along with our other digital activities, such as SMS and PDA are core to the Telegraph Group’s marketing strategy in successfully reaching new and younger audiences, as well as overseas readers. Increasingly the websites are used to support and complement the newspaper, in both editorial and promotional activity.”
Digital media is becoming increasingly popular with newspaper publishers and The Times recently launched an electronic version of its daily newspaper, which is available to online subscribers for around £50 a year (see Times Launches Daily E-Paper For Online Subscribers).
Telegraph Group: 020 7538 5000 www.telegraph.co.uk
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