Telegraph Launches On-Line Magazine

The Telegraph will be launching an on-line lifestyle magazine to complement its current Internet service, The Electronic Telegraph.

Etcetera will go live next week and will contain arts and books, interviews, food & drink and features. The launch will be aimed at attracting 18-34 year olds with material drawn from both the Daily Telegraph and the Sunday Telegraph as well as original material. There will also be opportunities for advertising and sponsorship in certain sections.

Whilst the Electronic Telegraph was the first newspaper to go on-line, being followed by the FT and The Times this year, it has been criticised for merely producing a copy of its printed version and not fully exploiting the benefits of publishing on-line. The launch of Etcetera therefore appears to be an attempt to rectify this, providing interactive facilities and fresh material.

The Telegraph is also planning to create a separate sales team for the Electronic Telegraph. At the moment Internet sales are handled by the Daily and Sunday Telegraph, but with the ET‘s hits continuing to rise, The Telegraph believes that now is a good time to expand the site’s sales element.

The Telegraph: 0171 538 5000