essenger with a new Telegraph

'If you have not started changing, you're already dead.' In

his first major interview, an evangelical Will Lewis talks
visions and age-old worries with James Robinson from the
heart of his paper's integrated newsroom
Sunday November 19, 2006
The Observer

Like the owner of a new house who hasn't finished unpacking, Daily
Telegraph editor Will Lewis apologies for the clutter in the paper's
swanky new offices.
In truth the hi-tech gadgetry on display renders the orange crates all
but invisible; the paper's newsroom is so shiny and new it is hard to
not to feel a touch envious. So this is what the future of journalism
looks like - or Lewis, appointed editor last month, would like us to
believe. The sheer scale of the editorial floor is impressive. And you
don't have to look too hard for evidence of synergies between new
media and old. Studios for filing audio and video reports are dotted
around, and giant monitors displaying the Telegraph's website are
suspended beside TV screens.
'Look around,' Lewis says. 'Does it look like we're in crisis?'
The Telegraph's 'news hub', with departments fanning out from a
central conference table like the spokes of a wheel, is designed to
allow executives, journalists and designers to liaise quickly and easily.
It is Lewis's vision of a 21st century newsroom made reality. All of this
new kit has come at a price, however - millions of pounds, hundreds of
jobs, and an unprecedented level of internal upheaval that, according
to some, could do irreparable damage to the paper.
Lewis may be a visionary, but he has spent weeks dealing with an age-
old Fleet Street problem - the prospect of a crippling strike over new
working practices. 'It's a bit like having a row with your wife,' he says,
looking slightly uncomfortable. When he arrived at the group over a
year ago, Lewis attempted to adopt a consensual approach, making
presentations to staff and cajoling colleagues, but when industrial
action loomed, the tone changed.
There are rumours he called in some key staff and told them to fall in
with the plans, although he is now adopting a more conciliatory tone.
'Of all the issues we came down to just one - Saturday working. Myself
and [Sunday Telegraph editor] Patience Wheatcroft deserve a bit of
[credit] because we recognised we hadn't got it right and backed
down.'
Both wrote to staff urging them to reject strike action, but Lewis upset
some colleagues by labelling them 'Luddites'. He is unrepentant about
his choice of words, however. 'Luddite was absolutely the right phrase
to use in relation to some of the demands. Do you think journalists
should be paid £100 for turning up before 10am?'
Possibly not, but the National Union of Journalists argues that the
Telegraph Media Group, as it's now known, wants to do more things
with fewer staff. It doesn't help that some highly respected journalists
left in the last round of redundancies, which claimed 52 editorial jobs.
Those that remain may be willing to learn new skills but they lack
experience. Lewis's riposte is to say simply. 'We're already doing it.'
Nor, he says, is the new-look Telegraph competing with the giants of
the online and broadcasting world, even if it is now delivering content
across different platforms.
'Our mission is to inform, delight and entertain our readers, viewers
and listeners in a way and at a time of their choosing. You can say
we're competing with Google and the BBC, but we don't see it like that.
We are never going to do "Here is the news",' he says, mimicking a
clipped BBC accent. Our audio is opinionated.'
The Ashes series in Australia will illustrate what can be done, he says.
There will be audio reports in the morning and video footage at
lunchtime. Readers will be able to interact with columnists like
Geoffrey Boycott. 'The idea that it's enough to generate good
newspaper coverage is laughable.'
He pulls up the Telegraph's website's coverage of the Queen's Speech
to illustrate his point. A written account sits alongside a television
report that has been filed by a Telegraph staffer.
Later, Lewis brandishes figures from consultancy Hitwise, showing that
in the second and third quarters of this year, the Telegraph had more
unique British users than any other UK newspaper website - although
that is not the case if foreign traffic is included.
'Go to other news organisations and they are in a right tizzy, aren't
they? If you aren't doing this it's already too late,' he says. 'We are
following the reader, and they are moving pretty rapidly into new
places. Everyone who's not started this process - they're already dead.'
Such declarations fall easily from Lewis's lips, but there is little doubt
rivals are watching the Telegraph to see what works and what doesn't.
One innovation, a 'click 'n' carry' service that allows readers to print
out a version of the paper at work to read on their journey home, sits
on Lewis's desk, but it has already been written off in some quarters.
Some reports claim it is read by fewer than 1,000 people. Not so, Lewis
insists. 'The figures you read aren't accurate.'
He also insists that none of this experimentation has had a detrimental
effect on the newspaper, which remains the core product, after all. 'It's
better than its ever been and we're more influential than we've been
for years,' he claims.
The end of the Blair era and the resurgence of the Tories under David
Cameron means the paper is likely to regain some of the influence lost
when the Conservatives were on their haunches. 'It is an interesting
time for Britain,' Lewis says, adding that the paper's news coverage,
traditionally perceived as a strength, is as good as ever. He cites recent
revelations about the cash for peerages investigation as proof.
Thursday's 'splash', about new upheavals over woman priests, was
also followed up extensively.
Lewis is in full flow when the Telegraph's editor-at-large, Jeff Randall,
sticks his head round the door. 'Don't listen to him, it's all rubbish,' he
laughs.
Those who believe Randall is the kingmaker at the Telegraph - or
perhaps even the power behind the throne - will be interested to learn
he is ensconced in a large office next door to Lewis's. Associate editor
Simon Heffer is on the other side. There are those who believe that
Randall and Heffer might have a more instinctive grasp of where
traditional Telegraph values lie than the younger man.
'We know what we stand for,' says Lewis. 'We have a strong principle
which informs our view of life: "leave us alone". Whether it's identity
cards or too much red tape, individuals and communities are better at
running their own affairs'.
He is untroubled by the cliche that Telegraph readers are dying out. 'So
are everyone's. Our average age is 50, which doesn't sound too bad to
me. People keep asking me what market we're going for, or what age
group we're going for. The truth is, if you produce a good newspaper
people will read it.'
The digital experiment will allow it to extend its reach far beyond these
shores, he says. 'We don't lack ambition. Half our internet traffic is
from around the world. Overseas readers are as important as UK ones.'
There is huge demand from US readers, he claims, 'because we have a
more robust reporting culture. They want hard news and we tell it like
it is. We're replicating the competitive nature of the British press in the
internet arena and the consumers will be the winners'.
The strike has probably been averted, although there may be more
flashpoints as new working practices are introduced. Not surprisingly,
however, Lewis is anxious to put all that behind him.
'We want to get down to business now. I came here for work
experience in 1990 and I was shaking with nerves. When I arrived last
year people were walking around with their shoulders hunched. This is
the Telegraph, one of the world's great newspapers. We're going to get
our swagger back.'
In his own words: Will Lewis on ...

David and Frederick Barclay...'I am enormously appreciative of their

support - financial and personal '

The move to Victoria ...'The idea that this is a cost-cutting thing is

ridiculous'

New working practices ...'We didn't cover ourselves in glory in the

way we implemented it'

Editorial tone ...'Our view of life is the glass is half-full, not half-
empty'

Lower staffing levels ...'We have a system here that enables us to

simplify how we produce the newspaper'

The future ...'You're about to see some of the glory years of the
Telegraph'

Then and now

June 1855 The Telegraph & Courier founded by Colonel Arthur B

Sleigh. It supports the liberals and 'progressive' causes, including a
campaign against capital punishment.

July 1855 Within weeks, Sleigh runs into financial trouble and sells to
a printer, Joseph Moses Levy. Soon the Telegraph is outselling the
Times.

1908 The paper runs an infamous interview with Kaiser Wilhelm II

which damages diplomatic relations between Britain and Germany.

1928 Sold to the Berry family.

1953 Circulation hits one million.

1974 WF Deedes appointed editor.

1985 The Berry family sells a stake to Conrad Black.

1986 Black takes controlling stake.

1987 Max Hastings appointed editor. Paper moves to Canary Wharf.

1995 Charles Moore is new editor.

2003 Martin Newland succeeds Moore.

2004 Black sacked as chairman of Hollinger following allegations of

financial wrongdoing. Barclay brothers buy the Telegraph Group.

2005 Newland resigns.

2006 Will Lewis appointed editor. Move to Victoria completed.