Your SlideShare is downloading. ×
0
Finding new digital revenue streams, but how?




John Einar Sandvand   jes@aftenposten.no   Twitter: @johnei
Aftenposten’s product portfolio in brief
            Morning edition                         Online and mobile
           ...
Norway: 7 national news sites
*
*
*
*
*
*
*




    Weekly unique visitors – week 50, 2009
Aftenposten.no
                 •!User profile:
                 Higher
                 education,
                 highe...
What to do?
2008



        Minus
       3 million
        euros
        Revenues: About
           9 million
2009



        Minus
       3 million
        euros
Three step strategy for new revenue streams




               Classified      User
 Display ads
                  ads    ...
Developing more revenue streams

Ad-revenue ap.no
Mill. kroner
1. Making our ad products work better




               Classified      User
Display ads
                  ads        pay...
Developing premium ad formats
Premium formats: The T ad
Premium formats: Info sections
Premium: Behavioral targeting
2. Classified ads as new revenue stream




               Classified      User
 Display ads
                  ads        ...
Finn.no: Online classified success
There is an attractive No. 2 position

Active job seekers        Passive job seekers
Using business news to attract
passive job seekers




                             Search in job listings

              ...
Adding context with job section
Same technique used with property
Coming up: Cars
and public
announcements
3. Develop user-paid services




               Classified         User
 Display ads
                  ads           paym...
But how to do it?
Embarrasing discovery 1




We were very bad at selling our products online
•!Near impossible to discover the products
•!C...
First step: Build a customer frontend

New project: Online Sales and Service
•!Involves editorial, ads, subscription, IT,
...
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
      ...
Unique Usefullness
•!Content and services you   •!How to’s, guides, weight
can use to reach personal    club, apps, tools,...
Unique
Packaging
•!Premium presentation
and design
•!Selection of content, for
instance personalization
or for niches
Unique Experience
•!Gives an emotional         •!Brand value, community,
attachment, entertainment,   entertainment, uniqu...
Creating Unique Value

            Unique
            Convenience
 Unique
 Content
                   Unique
             ...
Unique Value for main products
Newspaper   Unique    Unique        Unique        Unique      Unique
            content   ...
Exploring three directions




 Repackage        Special         Mobile
  old and/or      services     services and
  make...
Some premises in our work

•!Must find products which serve the needs of our most
loyal users

•!General paywall for web s...
Repackage old or make new content




 Repackage        Special         Mobile
  old and/or      services     services and...
Projects for repackaging content

•!Revitalizing the e-paper
•!Digital archives
•!New digital versions of Aftenposten
•!Ni...
Re-vitalizing the e-paper

                            •!New and
                            more user-
                  ...
Digital archives as paid service




•!150 years of history – and a unique position as
Norway’s newspaper of record
•!1,7 ...
User-friendly solution
Business model

                 •!Single day access
                 or subscription
                 •!Special campaigns...
New digital versions of Aftenposten

E-             Tablets?       Adobe          Pay level
readers?                      ...
Two very different e-reader roads



Based on e-ink                 Tablets


•!Kindle, Sony                 •!iPad
•!Prim...
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?

                                                  Copiers

                           Social media    iPa...
Embarrasing discovery 2
We had very little control
of our information
structure
•!Not able to get a good
XML-feed out of o...
A cultural challenge

How to become a multi-product company?

•!A big mental shift in the organization
•!Putting the conte...
Special services and/or clubs




 Repackage        Special         Mobile
  old and/or      services     services and
  m...
Ordspill.no – online scrabble game

                              •!Free service
                              today
     ...
Finding the good ideas
Mobile services and apps




 Repackage        Special         Mobile
  old and/or      services     services and
  make n...
Apps




       Hva skjer?   I nærheten   Inspirasjon
                                               Søk
Appendix: An extra story of reusing content
Summing up 1




              Classified     User
Display ads
                 ads       payment
Summing up 2

      Creating Unique Value

                  Unique
                  Convenience
       Unique
       Con...
Summing up 3




Repackage        Special         Mobile
 old and/or      services     services and
 make new      and/or ...
Thank you!
John Einar Sandvand
Mail: jes@aftenposten
Twitter: @johnei
Blog: BetaTales.com
John Einar Sandvand
Upcoming SlideShare
Loading in...5
×

John Einar Sandvand

445

Published on

Presentation at the INMA seminar in Copenhagen "Re-creating Value in An Age of Abundance".

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
445
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
37
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "John Einar Sandvand"

  1. 1. Finding new digital revenue streams, but how? John Einar Sandvand jes@aftenposten.no Twitter: @johnei
  2. 2. Aftenposten’s product portfolio in brief Morning edition Online and mobile •!Subscription paper (>90% newspaper subscription) •!No subscription •!Published Mon. – Sun. •!1,1 million unique users •!Ca. 240k circulation (2nd weekly largest in Norway) •!4th largest online •!Content newspaper in Norway •!National & int’l news •!45k weekly mobile users •!Arts & Leisure •!Newsletters •!Editorials and MOBILE •!Content from the morning commentaries edition + original content •!Business (e.g., oslopuls) Evening edition Supplementary •!Subscription paper publications, e.g., (bundled with Morning) •!‘A-magasinet’ included •!Published Tue.. – Thu. weekly w/ morning edition •!Ca. 110k circulation (3rd •!Various specials (e.g., largest in Norway) Executive Education) •!Content •!Niche websites (e.g., E24, •!News/feature/utility Norway’s largest business for readers living in site) Greater Oslo area •!Commercial inserts •!Eight super-local editions •!Magazines (e.g., Innsikt) (for neighborhoods within Oslo) distributed to all 3 households in Oslo weekly
  3. 3. Norway: 7 national news sites * * * * * * * Weekly unique visitors – week 50, 2009
  4. 4. Aftenposten.no •!User profile: Higher education, higher income •!Most of the content from newspaper + original content •!Separate sites for travel and Oslo guide
  5. 5. What to do?
  6. 6. 2008 Minus 3 million euros Revenues: About 9 million
  7. 7. 2009 Minus 3 million euros
  8. 8. Three step strategy for new revenue streams Classified User Display ads ads payment
  9. 9. Developing more revenue streams Ad-revenue ap.no Mill. kroner
  10. 10. 1. Making our ad products work better Classified User Display ads ads payment
  11. 11. Developing premium ad formats
  12. 12. Premium formats: The T ad
  13. 13. Premium formats: Info sections
  14. 14. Premium: Behavioral targeting
  15. 15. 2. Classified ads as new revenue stream Classified User Display ads ads payment
  16. 16. Finn.no: Online classified success
  17. 17. There is an attractive No. 2 position Active job seekers Passive job seekers
  18. 18. Using business news to attract passive job seekers Search in job listings Upselling good positions Special deals with recruitment companies
  19. 19. Adding context with job section
  20. 20. Same technique used with property
  21. 21. Coming up: Cars and public announcements
  22. 22. 3. Develop user-paid services Classified User Display ads ads payment
  23. 23. But how to do it?
  24. 24. 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
  25. 25. 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
  26. 26. Users will only pay for Unique Value Creating Unique Value ? ? ? ? ?
  27. 27. Unique Content •!Content you don’t think you can find anywhere else •!Local, niche, experts, etc
  28. 28. Unique Convenience •!Access in specific situations or areas •!Extremely easy to use •!Flexibility
  29. 29. Unique Usefullness •!Content and services you •!How to’s, guides, weight can use to reach personal club, apps, tools, tests of goals products, etc
  30. 30. Unique Packaging •!Premium presentation and design •!Selection of content, for instance personalization or for niches
  31. 31. Unique Experience •!Gives an emotional •!Brand value, community, attachment, entertainment, entertainment, unique user social connections, etc. experience …
  32. 32. Creating Unique Value Unique Convenience Unique Content Unique Usefullness Unique Packaging Unique Experience
  33. 33. Unique Value for main products Newspaper Unique Unique Unique Unique Unique content Convenience Usefullness Packaging Experience 1980s Strong Strong Strong Strong Strong Today Medium Strong Medium Medium Medium Web site Unique Unique Unique Unique Unique content Convenience Usefullness Packaging Experience Today Low Medium Medium/low Low Low
  34. 34. Exploring three directions Repackage Special Mobile old and/or services services and make new and/or clubs apps core content
  35. 35. 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
  36. 36. Repackage old or make new content Repackage Special Mobile old and/or services services and make new and/or clubs apps core content
  37. 37. Projects for repackaging content •!Revitalizing the e-paper •!Digital archives •!New digital versions of Aftenposten •!Niche products
  38. 38. Re-vitalizing the e-paper •!New and more user- fiendly solution •!Make it easier to buy •!Market campaigns
  39. 39. Digital archives as paid service •!150 years of history – and a unique position as Norway’s newspaper of record •!1,7 million newspaper pages
  40. 40. User-friendly solution
  41. 41. 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
  42. 42. New digital versions of Aftenposten E- Tablets? Adobe Pay level readers? Air? on site? Our goal is to make paid digital versions of Aftenposten offering premium quality and reader experience
  43. 43. Two very different e-reader roads Based on e-ink Tablets •!Kindle, Sony •!iPad •!Primarily book reading •!Primarily multimedia tool. Excellent for text tool. Excellent for web and battery life browsing, video, apps, •!No color/interactivity yet gaming, tools. •!Limited web browsing •!Full web access •!Cheap devices •!Higher prices •!Most content paid •!Lots of free content
  44. 44. Strong growth estimated
  45. 45. Content will be consumed on many platforms … and users will expect seamless transfer
  46. 46. Analyzing user situations How do we serve users’ needs in specific situations during the day?
  47. 47. How to produce? Copiers Social media iPad Net TV Tablets Unknown Print and web digital channels Unknown print channels Net books API/Widgets Mobile E-readers
  48. 48. 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
  49. 49. 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
  50. 50. Special services and/or clubs Repackage Special Mobile old and/or services services and make new and/or clubs apps core content
  51. 51. Ordspill.no – online scrabble game •!Free service today •!Extremely loyal users •!Very long user sessions •!72 % of users under 40 years
  52. 52. Finding the good ideas
  53. 53. Mobile services and apps Repackage Special Mobile old and/or services services and make new and/or clubs apps core content
  54. 54. Apps Hva skjer? I nærheten Inspirasjon Søk
  55. 55. Appendix: An extra story of reusing content
  56. 56. Summing up 1 Classified User Display ads ads payment
  57. 57. Summing up 2 Creating Unique Value Unique Convenience Unique Content Unique Usefullness Unique Packaging Unique Experience
  58. 58. Summing up 3 Repackage Special Mobile old and/or services services and make new and/or clubs apps core content
  59. 59. Thank you! John Einar Sandvand Mail: jes@aftenposten Twitter: @johnei Blog: BetaTales.com
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×