Like many media companies, the Telegraph in the United Kingdom is developing its digital business in many directions – mobile, tablets, video, subscriptions, data -- all at the same time.
“Do yourself a favour, the first area you need to transform is the technology area,” says Allan Marshall, a consultant who is helping the Telegraph make the transformation.
Mr Marshall, Joint Principal of Australia-based iMedia Advisory, is a strong advocate of outsourcing technological needs. “If anyone says you have to have the technology development in-house, I’m sorry, but they’re taking you back to the past,” he says.
Outsourcing the technological solutions will reduce personnel, save money and allow you to do more at once, he says.
“The days of having technology in-house means you were restricted,” he says. “If the team was focused on a major project, all other projects were put aside.”
“You need to work with outside partners – it will save you money. You’ll get arguments from the IT department, but it doesn’t hold water.”
Mr Marshall’s wide-ranging presentation of The Telegraph’s current digital transformation illustrated just how quickly the news media world is changing.
“It’s all about information and data being at the heart of what we do,” said Mr Marshall. “You need to look at a clear strategy, focused at the customer. And if you don’t do that, you’re in trouble. You also have to look at your quality. Focus on quality, and give the audience what they want.”
This is a blog post from WAN-IFRA's Publish Asia 2012 conference. For more, please see the main Publish Asia blog.