The Times aims for broadsheet approach with online changes

As reported (subscribers only) in the New Media Age (16 Dec 04):

"An overhaul of Times Online will see it adopt a range of traditionally broadsheet qualities over the next few months, including a content-heavy front page to engage readers.

"Other changes to the site ... will include a revamped business section and a boost in comment, analysis and original features.

"Peter Bale, online editorial director of the papers, said the move would take place gradually to deepen user experiences, increase dwell time on the site and boost story consumption.

"... The changes are intended to help maintain the recent growth of Times Online, which was visited by a total of 3.9m unique users in November, representing an increase of 100% on the same period the previous year. Data from Hitbox shows that page impressions rose by 60% year on year to 34m, which according to Bale puts the site ahead of Telegraph.co.uk and FT.com in terms of market share.

"Times Online also saw its global reach increase last month after removing subscription fees around its coverage of the US election. Parent company Times Newspapers plans to capitalise on this next year with a focus on geographically targeted ads and global branding campaigns."