Telegraph Media Group’s digital editor has signalled a strategic change for the publisher’s online business, moving away from chasing the maximum number of web users to focus on the “three Cs”: content, commerce and clubs. Edward Roussel said the “three Cs” strategy would apply to news and features content on Telegraph.co.uk, which he oversees. Up to now TMG has focused primarily on growing its digital business by increasing traffic to Telegraph.co.uk. This strategy is coming to an end, though, according to Roussel. “One way that the media industry has followed in the past was the link between increasing traffic and increasing ad revenues. That connection broke around March 2008,” he said. “The big focus for us now is yielding a sustainable business model. Rather than focusing relentlessly on the aggregated numbers of unique users and page impressions, we are now looking more at channels,” Roussel added.