digital winners 2013: lars helle
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Digital Winners 7-8 November: Stavanger Aftenblad - What we learned so far? Lars HelleTRANSCRIPT
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Stavanger Aftenblad – What we have learned so far Digital Winners, 7 November 2013
Lars Helle,
Editor-in-Chief, Stavanger Aftenblad
twitter: @lahelle
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Jonny’s last days
• video (duration:29 min.)
downloading record
• Daypass purchases: All-time-high
day 1. Also many purchases the
following days
• 90% converted to digital users
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100 days previously
Stavanger Aftenblad launches «The new Aftenblad»,
a freemium model for paid, digital content
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The big question
• What make people pay for digital stories?
• How does the sales funnel work?
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The answer is even bigger
• But we know there is not necessarily a link between traffic and sale. Click-winners are not necessarily sales-winners.
• Theory:
-- good, classic journalism
-- for regional papers: local, enriched news with a twist
-- lists (richest in town, evaluation of soccer players, most expensive houses, most powerful in oil business aso.).
-- News for use
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Key learning: Great traffic
≠
Great sale
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«The new Aftenblad»
• Same circulation
as in 2012
• No decrease in
digital traffic
• 75 % migration
between the
subscribers at the
end of the year
Our hairy goals: Status:
• Circulation: Well…
• Traffic: YES!!!
• Migration: On track
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Circulation development
Before launch: - 4,1 %
After launch: - 3,2 %
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Status migration and digital sale
67% Migrert
33% Ikke-migrert
• Top daily passes: • Jonny’s last weeks
• Not a subscriber? Get full access
• Finish line, Nordsjørittet (bikerace)
• Top subscribtion: • Not a subscriber? Get full access
• Why you should cover your tits on the beach
• Route 44 – A digital story about the everyday
life along the region’s most important
highway
Experience: A digital user
does not enter our new
universe the first time she reaches
the landing site for purchasing a
subscribtion
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Paid Main rule: Everything
produced in-house
Examples: Regional and local
news
Politics, culture
Familiy pages
Op-ed’s/editorials
Feature stories
Background stories
Videos
Not paid Oil/energy
House and living
Jobs/education
Blogs
Traffic
Weather
100 % Sport
Crime, news from the
court, etc.
Live
Press conferences
Stories with potential for
national attention
Case-to-case-
decision Stories with
national potential
Commentaries
Series
Paid stories shared on
social media to be
hashtagged #ABO
Digital first-
strategy
Our publication strategy – was it too liberal?
Default: Not paid
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Publication Strategy 1.0 – Evaluation
11
Plus
Minus
Soft launch winter 2013, full launch May 13th, the day we introduched our universe for paid, digital content
• Strong digital traffic
• Better digital attitude in the newsroom
• Editorial flow improved
• Better digital knowledge
• Journalists more aware of paid/free
content
• Openness: SoMe, Chat on front page, etc.
• More experiments/more live
• Speed on migration too slow
• Technical problems (slow downloading,
problems with log-in, mobile version)
• Publication strategy – too open?
•Publication rhytm: Still paper orientated
• Still dependant on purchase-solution in media
houses we co-operate with (Sports, News for
use)
• The environments for feature-stories not good
enough
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Page traffic – a challenge
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We developed a new tool to follow open/closed stories on the front page
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Chat and Social Media Positive responses from users, high
percentage of response from editorial
staff.
=> Hire a full-time SoMe-specialist?
Chat on front page
and new structure on
social media
launched May 13th.
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The road ahead. The new Aftenblad 2.0
Background
KONSEKVENSER
Alt 1: Moderate adjustment
Alt 2: Tightening of publication strategy
More paid content on front page (+/- 50 %)
• Parts of common news stories will be paid content
Sections like Energy Job/education, House and living will be transferred to the paying universe.
No exceptions for commentaries/op-eds.
Only traffic, weather, «common crime» remains unpaid
More paid stories from the local sport arenas
Follow moves by co-operating media houses
Goals for The new Aftenblad:
1) Digital growth
2) More paying subscribers
Solid growth on mobile devices and tablets. PC: decreasing slowly compared with same period last year (May-June-July)
Around 65 % migration..
Consequenses
• Decrease in pc-reading
• Fewer open sections
• Continued growth in
tablet- and mobile reading
(but slower)
• Higher migration. More
paying subscribers
• Tougher to get traffic
from SoMe
Consequenses
• Marginal or no pc-
growth
• Still strong growth on
tablets and mobile
• We will reach the goal
of 75 % migration
• Slow rate of new
subscribers
Default:
Paid content
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The coming year
The new Aftenblad 2.0
• Less liberal publication strategy
• More digital strength on copy editing (mobile devices)
• New subscribtion packages
• Focus on technical support
• Focus on customer information
• More and better analyses (sales funnel, big data, publication strategy)
• Increase the migration. Stimulate readers to use all devices and to read
the e-paper
• More video
• More cooperation between the internal departments
• Experimentation, experimentation, experimentation
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Mobile platforms vs. web – Week 34 – Mon-Fri
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Desktop
Mobil + Leserbrett
Mobile
plattformer
størst
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Mobile platforms vs. web – Week 34 – Sat-Sun
Mobile
plattformer
størst
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Desktop - Lørdag - Søndag
Mobil + Leserbrett - Lørdag-Søndag
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Digital Sunday edition
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More Web-TV
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More good journalism
The best strategy in the universe of paid, digital content