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Presentation at the INMA seminar in Copenhagen "Re-creating Value in An Age of Abundance".
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Finding new digital revenue streams, but how?
John Einar Sandvand [email protected] Twitter: @johnei
3
Morning edition
•!Subscription paper (>90% subscription)
•!Published Mon. – Sun. •!Ca. 240k circulation (2nd
largest in Norway)
•!Content •!National & int’l news
•!Arts & Leisure •!Editorials and
commentaries
•!Business
Online and mobile
newspaper •!No subscription
•!1,1 million unique users weekly
•!4th largest online
newspaper in Norway •!45k weekly mobile users
•!Newsletters •!Content from the morning
edition + original content
(e.g., oslopuls)
Supplementary
publications, e.g., •!‘A-magasinet’ included
weekly w/ morning edition •!Various specials (e.g.,
Executive Education)
•!Niche websites (e.g., E24, Norway’s largest business
site) •!Commercial inserts
•!Magazines (e.g., Innsikt)
Evening edition
•!Subscription paper (bundled with Morning)
•!Published Tue.. – Thu. •!Ca. 110k circulation (3rd
largest in Norway)
•!Content •!News/feature/utility
for readers living in Greater Oslo area
•!Eight super-local editions
(for neighborhoods within Oslo) distributed to all
households in Oslo weekly
Aftenposten’s product portfolio in brief
MOBILE
Norway: 7 national news sites
*
**
***
*
Weekly unique visitors – week 50, 2009
Aftenposten.no
•! User profile:
Higher
education, higher income
•! Most of the
content from
newspaper +
original content •! Separate
sites for travel
and Oslo guide
What to do?
2008
Minus
3 million
euros Revenues: About
9 million
2009
Minus
3 million
euros
Three step strategy for new revenue streams
Display ads Classified
ads User
payment
Developing more revenue streams
Ad-revenue ap.no
Mill. kroner
Display ads Classified
ads User
payment
1. Making our ad products work better
Developing premium ad formats
Premium formats: The T ad
Premium formats: Info sections
Premium: Behavioral targeting
2. Classified ads as new revenue stream
Display ads Classified
ads User
payment
Finn.no: Online classified success
Active job seekers Passive job seekers
There is an attractive No. 2 position
Using business news to attract
passive job seekers
Search in job listings
Upselling good
positions
Special deals with
recruitment companies
Adding context with job section
Same technique used with property
Coming up: Cars
and public
announcements
3. Develop user-paid services
Display ads Classified
ads User
payment
But how to do it?
Embarrasing discovery 1
We were very bad at selling our products online
•! Near impossible to discover the products
•! Cumbersome buying process •! Hard to find the products after you buy them
•! No efficient and simple payment system
•! Different login systems not coordinated
•! Very hard to put new products up for sale
•! Improvement projects not coordinated
First step: Build a customer frontend
New project: Online Sales and Service
•! Involves editorial, ads, subscription, IT,
business development •! Goal: Build a completely new frontend for
all sales and customer relationships
•! High emphasis on simple interaction and
user friendliness
•! Easy to add new products •! First version will be launched in May
Users will only pay for Unique Value
?
?
?
? ?
Creating Unique Value
Unique
Content
•! Content you don’t think
you can find anywhere
else •! Local, niche, experts,
etc
Unique
Convenience
•! Access in
specific
situations or areas
•! Extremely
easy to use
•! Flexibility
Unique Usefullness •! Content and services you
can use to reach personal
goals
•! How to’s, guides, weight
club, apps, tools, tests of
products, etc
Unique
Packaging
•! Premium presentation
and design
•! Selection of content, for instance personalization
or for niches
Unique Experience
•! Gives an emotional
attachment, entertainment,
social connections, etc.
•! Brand value, community,
entertainment, unique user
experience …
Unique
Convenience
Unique
Usefullness
Unique
Content
Unique
Experience
Unique
Packaging
Creating Unique Value
Unique Value for main products
Newspaper Unique
content
Unique
Convenience
Unique
Usefullness
Unique
Packaging
Unique
Experience
1980s Strong Strong Strong Strong Strong
Today Medium Strong Medium Medium Medium
Web site Unique
content
Unique
Convenience
Unique
Usefullness
Unique
Packaging
Unique
Experience
Today Low Medium Medium/low Low Low
Exploring three directions
Repackage old and/or make new
core content
Special services
and/or clubs
Mobile services and
apps
Some premises in our work
•! Must find products which serve the needs of our most
loyal users
•! General paywall for web site carries too big risks – at
least for now
•! Looking for products where some users pay for some
content/services
•! Digital products should build on and strengthen core
values of the Aftenposten brand
•! Only experiments will teach us what will work or not
Repackage old or make new content
Repackage old and/or make new
core content
Special services
and/or clubs
Mobile services and
apps
Projects for repackaging content
•! Revitalizing the e-paper
•! Digital archives
•! New digital versions of Aftenposten •! Niche products
Re-vitalizing the e-paper
•! New and
more user-
fiendly solution •! Make it
easier to buy
•! Market
campaigns
Digital archives as paid service
•! 150 years of history – and a unique position as
Norway’s newspaper of record
•! 1,7 million newspaper pages
User-friendly solution
Business model
•! Single day access
or subscription
•! Special campaigns for newspaper
subscribers
•! Considering
bundling with e-
paper •! Launch in
connection with 150
year anniversary in
May
New digital versions of Aftenposten
E-
readers? Tablets? Adobe
Air? Pay level
on site?
Our goal is to make paid digital versions of Aftenposten
offering premium quality and reader experience
Two very different e-reader roads
Based on e-ink
•! Kindle, Sony
•! Primarily book reading
tool. Excellent for text
and battery life
•! No color/interactivity yet •! Limited web browsing
•! Cheap devices
•! Most content paid
Tablets
•! iPad
•! Primarily multimedia
tool. Excellent for web
browsing, video, apps,
gaming, tools. •! Full web access
•! Higher prices
•! Lots of free content
Strong growth estimated
Content will be consumed
on many platforms
… and users will expect seamless transfer
Analyzing user situations
How do we serve users’ needs in
specific situations during the day?
How to produce?
Social media iPad
Copiers
Net TV
Tablets
Net books
E-readers Mobile API/Widgets
Print and web
Unknown
channels
Unknown
digital
channels
Embarrasing discovery 2
We had very little control
of our information
structure •! Not able to get a good
XML-feed out of our CMS
•! Editorial staff cheated on
meta data to achieve design
goals •! Information structure
mainly defined for print
•! Big trouble in delivering
XML-feed consistently
A cultural challenge
How to become a multi-product company?
•! A big mental shift in the organization •! Putting the content, not one end-product, in the
center
•! Content without metadata has no value
•! Challenges of organizing the work flow
•! Creating a culture of experiments
Special services and/or clubs
Repackage old and/or make new
core content
Special services
and/or clubs
Mobile services and
apps
Ordspill.no – online scrabble game
•! Free service
today
•! Extremely loyal users
•! Very long
user sessions
•! 72 % of users
under 40 years
Finding the good ideas
Mobile services and apps
Repackage old and/or make new
core content
Special services
and/or clubs
Mobile services and
apps
Apps
Hva skjer?
Søk I nærheten Inspirasjon
Appendix: An extra story of reusing content
Summing up 1
Display ads Classified
ads User
payment
Unique
Convenience
Unique
Usefullness
Unique
Content
Unique
Experience
Unique
Packaging
Creating Unique Value
Summing up 2
Summing up 3
Repackage old and/or make new
core content
Special services
and/or clubs
Mobile services and
apps
Thank you!
John Einar Sandvand
Mail: jes@aftenposten
Twitter: @johnei Blog: BetaTales.com