Brands have spoken regularly of the need to diversify targeting, to appeal more to women and to inspire youngsters. The Telegraph’s solution was Telegraph Women’s Sport. TWS involved the largest journalistic investment made into a new initiative in more than a decade. From an area of low audience, low interest and homeless content, Women’s Sport became the pride of the Telegraph, editorially and commercially. New dedicated sections of telegraph.co.uk covered a range of women’s sport, from breaking news to Girls Inspired, a campaign designed to close the gender sports gap in schools, and put a 15-strong editorial team in place, including Judy Murray, Dina Asher-Smith, Maggie Alphonsi, Dame Sarah Storey and Ebony Rainford Brent.
Since launch in March 2019, Telegraph Women’s Sport has delivered more than £1m in incremental commercial value, and 3.6m page views on telegraph.co.uk to Telegraph Women’s Sport. By also covering women’s sport on Snapchat, it brought a new 12- to 21-year old female audience to women’s sport content and The Telegraph. Snapchat success included an interview with gymnast Simone Biles (on the battle against being seen as too muscular) which delivered 1.3 million reads, and a dwell time of over two minutes … on Snapchat. Telegraph Women’s Sport Instagram stories have been read more than 200,000 times, and Google Amp Stories more than 50,000.
The judges said: “While it's sad that women's sport is still so under-represented in the media, the move by the Telegraph to make a commitment is positive statement of intent.”
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