This strong growth reflects both the health of the industry, (highlighting the fast-accelerating number of organisations that are achieving great results using data and analytics), and the recognition of value associated with winning a prestigious DataIQ award. The #DataIQAwards 2022 have now closed for entries and we’re delighted to report that entry numbers are up 40% on the already record levels received last year. Finally, Dan Silver heads up newsletters and CRM and wanted to make sure that there was a focus on good metrics as ‘bad metrics drive bad decisions’.” “Additionally, Mike Adamson is heavily involved in subscriptions and has been a positive driver. “Having Chris Evans behind it was a great start and a great driver,” said Wicks. To get this shift in culture to reach all corners of the business meant the analytics and data teams being supported by senior staff. The Telegraph has surpassed 740,000 subscriptions this year and is on course to reach one million. “The value of a digital subscription versus a print one may be slightly different, but the volume is greater,” said Wicks. Altering the metric by which they measured articles moved the strategy along and got the newsroom to think about the aims of the business and not just getting clicks.”īy the start of 2021 the number of digital subscriptions for The Telegraph overtook the number of print subscriptions. Then, pivoting to 10-1-23, the metric changed to registrations in 2018 and subscriptions in 2019. “For example, contemporary popular television shows were written about far more widely than our readership would have needed. “Back in 2017, as an advertising-focused business, all articles were judged by the number of page views, which led to some interesting things,” said Wicks. The strategy was in its infancy when Wicks joined. This strategy, known as 10-1-23, is predicted to create a financially sustainable media outlet even without advertising income. In 2018, it introduced a new goal to achieve one million paying subscriptions from a pool of 10 million registered users by the end of 2023.
The drive for change at The Telegraph did not come directly from data, but from strategy. But that is exactly what Emma Wicks has done at The Telegraph since joining the team in early 2019.
In a fast-paced workplace like the newsroom of a leading national newspaper, introducing new metrics and targets can be challenging.
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