Torry pedersen

THE QUEST FOR THE HOLY

GRAIL

DIGITAL MEDIA STRATEGIES,

LONDON

TORRY PEDERSEN / MARCH 2014

Continious flow, raw

unlimited and real-time

Limited space, distilled

refined and bottled

“the traditional website is dead” and the

moment of NOW is important with a real time

web user experience

Geoff Hollingworth, Ericsson Head of AT & T

Foundry

What are newspapers mainadvantages and characteristics?

MOBILE

ASYNCHRONOUS

My OWN break from everyday life

MOBILITYA LOT OF short breaks

from everyday life

ALWAYS UPDATEDCOMPLETELY

ASYNCHRONICAL

FROM A NEWSPAPER TO A MULTITUDE OF PRODUCTS

1

3

2

45

THE TRADITIONAL WORKFLOW MUST BE BROKEN

Hour 07:

-21%

Hour 17:

+52%Number of articles

YOU MUST CONVEY THE CULTURAL SHIFT

15 minutes

Open for everyone

Maximum transparency

Foster disagreement

based on arguments

THE WRITING ON THE WALL

Dekning i befolkningen 15-19 år 20-24 år 25-29 år 30-34 år 35-39 år

2002 40,1% 40,9% 37,7% 35,6% 35,1%

2007 32% 32,1% 26,7% 27,6% 28,4%

2012 15% 15,1% 12,6% 11,5% 13,3%

Sufficient parity

2007

Two organizations with different size, business model,

age in workforce, culture, routines and structure

THREE THRESHOLDS TO PASS

1READERS

3USER PAYMENTS

AD REVENUE

Average daily unique visitors mobile

Kilde: TNS Gallup

Uke 42-47: Trafikk for Dine Penger

slått sammen med e24.

simple

mobile

friendly adsinteractive adshigh engaging ads (time spend)

games

AN INHOUSE AD AGENCY FOR MOBILE ADS

NEWS

SPORT ENTERTAINMENT

VGTV audience much younger than those on traditional TV

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

VGTV NRK1 TV2

60+

50-59

40-49

30-39

20-29

12-19VGTV:

50% under 35

NRK/TV2:

50% over 50

60 % of ad

revenue is

digital

- Utilize the major shift from desktop to mobile browsing

- Increase number of paying digital subscribers

- Leverage the revenue potential on paper-based media

- Gain a strong position in the distruptive TV market

- Develop internal organization to support new needs

MAIN CHALLENGES THE NEXT YEARS