Telegraph.co.uk: Video takes off, podcasts 'don't work well enough'
By Leah McBride Mensching, Monday 14 January 2008 at 23:37 :: Online/Digital Publishing :: #1097 :: rss
Video content on Telegraph.co.uk was downloaded 3.4 million times in November by 794,000 unique users in November 2007, according to figures released by the Web site Monday.
The high numbers and apparent success of the downloads has led to a major expansion of video content, while resources are being reallocated away from podcasts.
Telegraph.co.uk ended its daily news podcast and Telegraph PM pdf download at the end of 2007, MediaGuardian reported.
The Telegraph is going to be “tougher now on calling the shots on things that don't work,” said Ed Roussel, digital editor of Telegraph Media Group, according to MediaGuardian. “Daily podcasts as a means to communicate news don't work well enough. Let's be honest about it, it doesn't work. What does work with audio is a very quick response to a breaking news situation.”
The Telegraph will still use audio with picture galleries and for commentary on breaking news stories, but “there's no point in us getting emotionally attached to protecting products if our audience tells us they don't want them,” Roussel told MediaGuardian. “The problem with daily podcasts is that it's hard to make the argument that it adds value to the overall package of content ... You are never going to be able to do breaking news.”
The Audit Bureau of Circulations Electronic (ABCe), which does monitor visitor numbers to Web sites, does not audit video downloads, MediaGuardian reported.
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