It’s been five years since Newsworks renamed newspapers as “news brands,” which was part of a drive to reflect and promote publishers’ evolution into multi-platform, dynamic news organisations.
There are some people who have questioned the point of changing the language, claiming that doing so negates the hundreds of years of Fleet Street history that newspapers are built on. Yet by and large, the new lexicon has been embraced by the industry as an appropriate and accurate development.
At Newsworks’ Manchester conference Shift North earlier this month, the working reality of news brands as diverse and innovative businesses was really brought home. Giving an insight into the spectrum of platforms across with The Telegraph exists, director of product Cat Wildman said it publishes 225 articles a day on average: