Mark Challinor
Mark Challinor

Mark Challinor of Telegraph Media Group in London asked a simple question: “Can we drive revenue from the iPad and other tablet devices?”

After the iPad was launched nine months ago, news outlets were left with yet another mobile platform to compete with. Challinor suggested that print publications should not compete but instead embrace the technology to enhance the experience of your readership.

The Telegraph recently incorporated an iPad application into its business plan to optimise consumer experience and boost revenue. It has been a lucrative endeavor, Challinor said.

“The strategy to iPad is very key to our future,” Challinor said.

The most recent version of their iPad approach was launched just a week ago. It offers many options and features that allowed them to improve customer interaction and also monetise through advertisers. They offer their application for free to their print subscribers, and then separate daily and monthly paid subscriptions for iPad-only users. The Telegraph met with consumer focus groups and discovered that reader’s wanted a highly-curated experience on tablet and not just another Web site. They also learned that iPad usage was additional to current media consumption and did not replace it.

Challinor said that print publications could expect a steady migration of readers and advertisers from print to mobile and tablet devices over next few years, and everyone should prepare for the change. He said the main purpose of their iPad presence was to build a bridge to the younger demographic.

“We’re committed to giving subscribers access to the Telegraph when and how they want it,” Challinor said.