The Future of Media, Explained - from Press Gazette How The Times became a small screen success story
15 snips
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.
AI Snips
Chapters
Transcript
Episode notes
Shift to Rolling News Cycle
- The Times has transitioned from limited daily editions to a rolling 24/7 news model to address fast breaking events.
- Subscribers expect continuous updates on major happenings rather than fixed issue times.
Prioritize Quality and Experience
- Focus on fewer, higher-quality stories to maintain subscriber growth and reduce churn.
- Enhance the product experience and use marketing tactics like bonus accounts to broaden user base loyalty.
Experiment with Paywall Flexibility
- Experiment with paywall flexibility and free trials to attract new readers.
- Clearly communicate pricing upfront after allowing potential subscribers to test products.