Telegraph rejuvenates database

The Daily Telegraph plans to balance its ageing database profile with the addition of the 1.3 million, mainly young, people who take the driving test in the UK each year.

The Daily Telegraph plans to balance its ageing database profile

with the addition of the 1.3 million, mainly young, people who take the

driving test in the UK each year.



A deal has been struck with Sylvan Prometric, the US company which is to

manage the UK driving theory test, in which the Telegraph will manage

the database and be allowed to exploit its commercial value. A detailed

lifestyle survey of test sitters is expected to reveal data of value to

banks, mobile phone companies and ISPs.



The Telegraph has led the newspaper market in investing in a

transactional database, currently holding five million names, which is

used to service advertisers and sell newspapers. It is also used to

generate new revenue from non-advertisers and affinity partnerships such

as Telegraph branded loans and insurance. The list comprises Daily

Telegraph readers and readers of other titles such as The Times.



Although the Telegraph already manages Chelsea Football Club’s database,

this is the first time it has been asked by a third party to

commercially exploit a list. But it won’t be the last and the

Telegraph’s development director Tony Coad promises a lot of new tie-ups

in the near future.



Coad sees the database as both a direct incremental revenue earner and a

valuable service to display advertisers. Non-Telegraph advertisers, such

as Procter & Gamble, have paid to use the database and been introduced

to the Telegraph brand with a resulting opportunity for the display

teams.



Coad is keen to stress his team of 25, including seven sales people, can

offer a pro-active service to advertisers as well. ’Around 90 per cent

of display ads carry a call for action, either a coupon or a telephone

number,’ he said. ’We can help companies get more out of their

advertising.’



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