Telegraph's revamp offers advertisers more

In a challenging national press market, promotions, cover price changes and general refreshes are frequent affairs. After a period of relative placidity for the Telegraph (since the launch of Stella and Seven Magazine), the publication has gone through a process of reinvigoration.

Publication: The Daily Telegraph and The Sunday Telegraph
What has happened?: They have gone full colour
Publisher: Telegraph Media Group

While the changes are subtle to the less avid reader, the new fresher, crisper and bolder look is a marked change, largely enabled by the introduction of full-colour printing presses.

Introductions to the title include colour-coded and more clearly labelled sections - contributing to the ease of navigation through the paper. A significantly revamped sport and business section, a property/lifestyle supplement titled Life that forms part of the Sunday package, and, perhaps more interestingly, the frequent use of traffic drivers to the website, allows extensions to stories, teaser boxes, and "have your say" opportunities. This development increases The Telegraph's positioning as one brand - where less emphasis is placed on which channel consumers choose to reach the editorial. It is no coincidence that telegraph.co.uk went through a refresh only a few weeks ago.

Commercial opportunities have opened up to advertisers - a new puzzle page carrying ad sites will be enticing to the more direct response- driven client, and the comprehensive business section will give the title more gravitas to chase the lucrative finance ad spend. The revamped sports section will allow for more sport-specific advertising.

The recent ability to run colour on every page will take advantage of the general trend of advertisers running more colour copy than ever before.

With the Telegraph's unique position as the only major title running in the broadsheet format, coupled with the recent modifications, it certainly makes the brand a strong force in a volatile marketplace.

What's good?
The integrated cross-platform approach the brand has adopted.

What could be better?
Increased entry points for a (potential) younger audience - further exploitation of the print/digital link.

Would I book my clients into this?
The Telegraph is a key title for a number of our brands.

Kevin Aydassen, account director, Mediaedge:cia.

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