Want to increase your readership? Forget about Twitter and stop posting so many stories, says the Telegraph

How to make noise for the news?

Gigaom

In the arms race that is the social web, every publisher large or small is trying whatever weapons they can find to rise above the noise and increase their readership: some, like The Independent or the Daily Mail, have chosen to go the clickbait route and try to duplicate the success of ViralNova or BuzzFeed. But Jason Seiken, editor-in-chief of Telegraph Media Group, says the newspaper publisher has seen a significant increase in readership by doing two somewhat surprising things: paying less attention to Twitter (s twtr), and posting fewer stories.

Seiken told The Guardian that the site saw a 20-percent increase in traffic in June, with daily unique browsers hitting almost 4 million, and he attributed this jump to some of the strategies the newspaper has been focusing on over the past few months — including developing the paper’s Facebook (s fb) audience, which has almost tripled in…

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