Digital Winners 2013: Nedregotten pal olsen-ragnhild

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Digital Winners 7-8 November:
Riding two horses - balancing digital growth and user payment in local media markets,
Ragnhild Kristine Olsen and Pål Nedregotten

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Digital Winners 2013: Nedregotten pal olsen-ragnhild

  1. 1. Betalt innhold på nett Utfordringer, muligheter, løsninger Riding two horses balancing digital growth and user payment in the Norwegian local media market ! ! ! ! Pål Nedregotten VP Development Ragnhild Kr. Olsen Head of analysis !1
  2. 2. TRANSITION
  3. 3. HARD WORK
  4. 4. Distribution model September 12, 2012 | PRESENTASJONSTITTEL Side !4 | www.amedia.no
  5. 5. September 12, 2012 | PRESENTASJONSTITTEL Side !5 | www.amedia.no
  6. 6. September 12, 2012 | PRESENTASJONSTITTEL Side !6 | www.amedia.no
  7. 7. Subscription The newspaper finds you September 12, 2012 Single copy sale You find the newspaper | PRESENTASJONSTITTEL Side !7 | www.amedia.no
  8. 8. Subscription Single copy sale Sale already done before the reader picks up the paper Front page extremely important for the sale September 12, 2012 | PRESENTASJONSTITTEL Side !8 | www.amedia.no
  9. 9. Push September 12, 2012 | PRESENTASJONSTITTEL Pull Side !9 | www.amedia.no
  10. 10. Pull Front page extremely important for the sale Quality of online front page extremely important for offering readers value – and retaining them September 12, 2012 | PRESENTASJONSTITTEL Side !10 | www.amedia.no
  11. 11. Page impressions resulting from first page view, Week 43: 32,857,392 of 40,398,704 ! ! attributable to front page Other 19 % 81 % Front page as entry point September 12, 2012 | PRESENTASJONSTITTEL Side !11 | www.amedia.no
  12. 12. Inventory A good front page = a valuable front page September 12, 2012 | PRESENTASJONSTITTEL Side !12 | www.amedia.no
  13. 13. Pull: The conversion funnel Potential subscribers 100% Front page Conversion to subscribers ?%
  14. 14. Some simple conversion math VG.no 1,526,280 users per day (desktop), week 43 30.000 subscribers Conversion = 2% ! 100% ! 2% ! ! How many will you be able to convert? http://www.kampanje.com/medier/article6951288.ece
  15. 15. Pull: The readership funnel Subscribers 100% Front page Value delivered ?%
  16. 16. Pull: The subscription-readership funnel ?% 100% ?% 100%
  17. 17. EDITORIAL QUALITY
  18. 18. Balancing act – both editorially and business-wise ! Subscription vs advertising ! “core readership” vs maximum readership ! Difficult on-the-ground editorial decisions
  19. 19. “Online ad revenue in the third quarter closed in on 1,3b NOK. Sales of online ads netted more than 140 MNOK more than daily newspapers in the third quarter.” http://www.kampanje.com/reklame/article6962466.ece
  20. 20. Advertising inventory 100% ?%
  21. 21. Push What is the digital equivalent of the mail box? How do we find the readers at home? September 12, 2012 | PRESENTASJONSTITTEL Side !23 | www.amedia.no
  22. 22. Em ail Pu sh ale rts SM S Fac ebo ok + Tw itte r
  23. 23. Old game – new rules September 12, 2012 | PRESENTASJONSTITTEL Side !25 | www.amedia.no
  24. 24. 29.883
  25. 25. ! ! Sb.no: • • 70% conversion from print to digital 30% conversion from open to logged in web traffic ! !
  26. 26. ! Sb.no: • • • • 70% conversion from print to digital 30% conversion from open to logged in web traffic 45% loss of desktop traffic 30% loss in mobile traffic
  27. 27. Desktop Source: TNS Gallup Launch Glåmdalen Total Launch tb+ og dt+ 100 % Launch SB Total 75 % Launch HA Total 50 % 25 % 0 % -25 % -50 % dt.no S!30 tb.no h-avis.no glomdalen.no sb.no okt sep aug jul jun mai apr mar feb jan des nov okt sep aug jul jun mai apr mar feb -100 % jan -75 %
  28. 28. Mobil Source: TNS Gallup 400 % 300 % Launch tb+ og dt+ Launch Glåmdalen Total Launch SB Total Launch HA Total 200 % 100 % 0 % -100 % S!31 dt.no (mobil) tb.no (mobil) jan feb mar apr mai jun jul h-avis.no (mobil) nov des glomdalen.nomar apr mai jun jul aug sep okt aug sep okt jan feb sb.no (mobil)
  29. 29. 1 in 5 logged in users visit the website only once or twice during the course of the month
  30. 30. 30 % 23 % NIP AMEDIA MARKED Innloggede abonnenter 15 % 8 % 0 % Under 20 år 20-29 år 30-39 år 40-49 år 50-59 år 60-69 år
  31. 31. 9 % 2 % 5 % 12 % 24 % 25 % 24 % Sub 20 20-29 30-39 40-49 50-59 60-69 70+
  32. 32. “Messaging and marketing really matters. ! Press+, the dominant independent provider of paywall services to US daily papers, has found a great disparity among those who employ best practices compared to those who just put a paywall and expect it to work. The differential: 10-1. ! ! While how much unique content a publisher offers and where they set the metered paywall (allowing three to 20 free articles a month) matter, it’s messaging and marketing that can make a huge difference. ! Trial offers – usually variations of 99 cents – used innovatively continually refresh new customer lists. Acquainting readers with the new systems – the why and the how – helps significantly. ! Messaging that takes into account unique reader habits, gleaned from new troves of data gained with registration, improves the take and retention rates by a good margin.” http://www.allvoices.com/contributed-news/15845737-paywalls-open-publishers-eyes-to-modern-marketing
  33. 33. TRANSITION Test, fail, learn, adapt, evolve

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