2021 Finalist

The Irish Times Website and Apps

The Irish Times

Dublin, Ireland

Category Product Development

Overview of this campaign

Our key focus in 2020, rather than chasing traffic with low-brow clickable content, has been in producing quality content that helps the reader, listener or viewer understand the news as well as stay up to date with it. The quality content, creates a quality audience and a combination which is highly attractive for advertisers and sponsors. 

One of our key goals is to produce in-depth journalism that inspires loyalty in our audiences. In a crowded digital media landscape full of noise, we believe this is now one of the primary focuses of our mission in The Irish Times.

We recognised the need for innovtation,  that our audience may not be able to take as much time to read our content as much as they used to, we decided to begin our Listen project. This audio  innovation targets curious, time-poor readers who are always on their phones with their earphones in, who are perhaps younger than our traditional audiences, but who are nonetheless in search of quality content

Across 2020 we wanted to :

  • Grow our digital audience 
  • Grow our subscriber numbers (retain subscribers) 
  • Innovate to support enhancing our offering.. 
  • Position ourselves firmly in the audio space.
  • Ensure reader's/audience had various touchpoints to interact with The Irish Times 
  • Drive digital revenue 

Results for this campaign

It has been a momentous 12 months for The Irish Times. We now have a greater audience on our digital platforms than at any time in our history while the number of loyal subscribers has grown to 130,000, reflecting people’s desire for news content they can trust in a format that they want.

In the past 12 months our average number of monthly users across the website and news app was 14.7 million, with an average of 76 million monthly pageviews. 2019 was the highest year for traffic on irishtimes.com on record, and the first six months of 2020 exceeded the same period in 2019 by 58 per cent.

On Sunday 9th February, the day after polling in the General Election, irishtimes.com site traffic reached a record 3.8 million pageviews. On Monday February 10th, day 2 of the count, the record was broken again as traffic reached 4.5 million pageviews. 

‘Listen’ was successfully launced, allowing our audience to  keep up to speed with the news, catch up with our award-winning podcasts or immerse themselves in a longer articles. For the first time, it is now possible to hear our journalists voice their columns. If you’re driving the car, walking, at the gym or just having a quiet moment, ‘Listen’ brings The Irish Times to you in a few easy steps https://www.irishtimes.com/listen ( follow this link on a phone)

During our national election and the coronavirus pandemic, one of our main focuses was producing daily quality audio content. And daily podcasts were produced for both. Overall we had a 61% increase in podcast plays.

Through 2020 we published visual interactive tools, coalition builders and User Generated content which was used in the award winning Lives Lost series.

At the end of 2020 we were awarded several National Journalism awards, including Best News website, Podcast of the year, Best Covid coverage and Best use of Video. Further recognition of our dedication to our audience and innovation within our brand.


To contact a company representative about this campaign, click here for the INMA Member Directory

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