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Article: THE TELEGRAPH: Right message, wrong reader.
- Article from:
- Marketing Week
- Article date:
- November 2, 2006
- Author:
CopyrightCOPYRIGHT 2006 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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The Telegraph's top-down construction of a digital news service has alienated its ground-force of reporters, who are seeing their numbers shaved as a consequence. And it's equally unlikely to impress the core readership, with its older and conservative demographic. By Mark Choueke
After months of upheaval, redundancies and abrupt changes to the management structure, journalists at Telegraph Media Group have decided enough is enough. The union vote for industrial action by Telegraph staff last week over job losses and the company's move to new digital headquarters in London's Victoria district, which involves the forced acceptance of extra duties, has long ...