The Telegraph’s head of audience and subscriptions Beth Ashton writes for INMA about how the news brand was there for its audiences during the pandemic.
When big news breaks at The Telegraph, we are pretty confident in our ability to serve our audience with the type of quality news that they expect from us. So, when the pandemic began, we reacted with live blogs, breaking news updates, daily newsletters, and an interactive live tracker for our audience to track the spread of the virus in real-time.
As things progressed, it became clear that we had a core audience of people who were alone, sheltering in place, and in many cases isolated from family and friends at this time and who would be severely affected by the lockdown.
On March 17, we launched “You Are Not Alone,” a reimagining of our features, lifestyle, and sports sections aimed at our core readership, where they could read and share advice, speak to our journalists, and stay occupied in self-isolation. We aimed to be there for them — wherever and however they needed us. This meant adapting our journalism and delivering many new initiatives.