Launching Inews: differentiating a news product in a competitive marketJeff MoriartyChief Digital and Product Officer, Johnston Press

Many of the things i readers like about the title are attributes it pulled from the digital world when it was created

Convenient Fast

InformalSignposted navigation

Paper format makes for an easy read – especially convenient on a commute (busy trains/buses etc)

Clear, colourful tabs allow you to manage your journey through the paper – and go directly to the parts that interest you

As the “new kid on the block” The i is a breath of fresh air when compared to more traditional Fleet Street titles

The i delivers a concise version of the news – articles are usually shorter and contain less “waffle”

So digitally, how could we compete?

● The essentials, right now

● The matrix -- what’s trending

● Mix of short and long form

● Unique opinion

● Local + national

● Choice navigation

What Inews.co.uk stands for...

● Trusted - tries to be as impartial and transparent as possible

● Saves you time - rather than a time wasting site.

● Informs - it’s for people who like to know things, and for people who

like to learn

● Introduces - you to stuff you didn’t think you even wanted to know

until you discovered them with us

● Connected - it’s the sort of stuff you want to tell your friends about

● Self aware - knows it’s part of the media

● Accessible - to all. Avoids language that excludes people.

● Avoids snark -- and unwarranted personal attacks.

Key takeaways

1. Tone, approach, voice and inclusiveness can be USPs2. Helping people simplify and make choices is a consumer need in

news and other topic areas3. Focused topics, with a differentiated commercial proposition

“What is the impact of this article? What is the emotional takeaway? How have you increased this feeling and made it more obvious?” -- Felicity Morse