By Angela Haggerty

The Telegraph is expanding a mobile website set up specifically for readers interested in the World Cup to cover general football following the success of ‘Project Babb’.

The title came up with the idea for the mobile site after analysing data that showed it was interacting with a younger, football-interested audience on Facebook but failing to pull readers over to the Telegraph website.

“It’s unlike any editorial product we’ve done before,” Telegraph social media and engagement editor Kate Day told The Drum. “We’ve never really started with looking at data about our audience and then building a product from the ground up, Read full story ›

Source: The Drum