Telex Whitepaper

We published the first brand safety report about the appearance of risk categories on Hungarian news sites nearly a month ago. (Learn more about the methodology and findings of the previous report here.) By the time our research were in progress, the future of Index hadn’t been decided yet, since then the quitting ex-employers launched Telex, that has half million readers on particular days according to recent surveys. It is truly a matter of time if Telex can reach the level of its “ancestor” in long term, but we did not want to leave out this new site because of the unlucky timing, so we have analysed the Telex’s first month from brand safety aspect.

Telex's imaginary place in the August rankings.

In the first month we registered more than 1800 different contents on Telex. It seems that the apple doesn’t fall from its digital tree, because in the August ranking they would have been in middle rank neck and neck with Index. 52% of contents – exactly 956 articles – included some sort of risky contents, which is remarkably similar to Index’s results from August.

Diagram of the proportion of content on Telex. - Syntax 01.10-31

While it has been revealed in the previous report that two dominant categories(‘Catastrophes and Pandemic’ and ‘Accident and Fatalities’) were behind the articles’ risk-classification in two-third of the cases, on Telex it is just 44%, which can be obviously explained by the difference of the analysed periods. However, it is clearly visible that the role of these two categories were not just important in a given moment, but they also dominate the recent news feed, as well. It might reflects the editorial-journalistic style that ‘Swearing’ and ‘Esotery and Occultism’ categories appeared only in 4-4 articles.

On the whole, we have found – as it could be predictable – that the appearance of risky contents in large amounts accompanies news websites, included Telex.

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