The Future of Media, Explained - from Press Gazette How The Times became a small screen success story
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Jul 16, 2025 Edward Roussel, Head of Digital for Times Media, dives into the triumphant relaunch of the Times app, transforming it into a key commercial platform. He passionately explains why AI will never replace human journalism and emphasizes the importance of engaging mobile storytelling. Roussel discusses how innovative features drive subscriber loyalty and the art of refining user experience. The conversation also highlights strategic advertising and subscription growth, showcasing how the publication adapts to the fast-evolving landscape of digital media.
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App Drives Higher Engagement
- The Times app leads in subscriber preference over the website because of better engagement and experience.
- Features like notifications and page turning increase consumption and retention significantly.
Digital Sorting Enhances Discovery
- The Times redesigned app with a new information architecture organizes 1200 weekly stories into intuitive digital categories.
- New lifestyle and culture sections enable deep dives on topics like theatre and books, enhancing user experience.
Blend Curation with Personalization
- Let readers follow their passion points like tennis or theatre alongside curated top stories.
- Blend editorial hierarchy with personalization to enhance reader engagement without losing editorial focus.