HE CONFERENC
You are invited…
INTRODUCTION REGISTRATION
 A team of international speakers are  Register before August 16 and get
featured in our versatile and balanced an early bird discount of 100 Euro.
conference programme. They will The early bird price is 795 euros for
propose dramatic and provocative SND|S members and 995 euros for non
solutions for the media to improve their SND|S members. The normal price is
journalistic impact and visual force. 895 euros for SND|S members and 1095
euros for non SND|S members.
The Scandinavian media will serve The registration fee includes
as a point of departure as parallels documentation, lunches, refreshments,
are drawn to dominant global trends welcome evening on Thursday and
in design, presentation and layout. conference dinner on Friday.
Examples of the latest research and Go to www.snds-cph04.dk and
perspectives on the technological register online. You can also book
development will also be presented. your hotel room at Radisson SAS Hotel
In addition, the seminar invites you on Copenhagen when you register.
a guided tour of the media landscape SAS will give you a discount on the
of the future. airfare. You just have to quote the
reference number DK 0412 when you
All lectures will be in English. book your plane ticket.
There will be a fee on the social
The seminar will challenge your events on Saturday.
prejudices. Your ideas about the Saturday events are optional.
methods of the media industry and its
traditions will be tested in unexpected
ways. At times, this may be painful, THE TIME
but it will certainly be rewarding if you  September 2-4, 2004.
commit yourself to the challenge.
The SND|S conference appeals to THE PLACE
designers, photographers, graphic  Radisson SAS Scandinavia Hotel
artists, magazine workers, television Amager Boulevard 70,
and Internet professionals, sub-editors DK-2300 København S
and editors. telephone: +45 33 96 50 00
fax: +45 33 96 55 00
UpSideDown is guaranteed to both e-mail: copenhagen@radissonsas.com
provoke and benefit you. http://copenhagen.radissonsas.com
www.snds-cph04.dk
For further details:

THE PROGRAMME
thursday
SEPT 2
 0900-1430 Check-in
Radisson SAS Scandinavia Hotel
 1200-1330 Visit Politiken* or
Morgenavisen Jyllands-Posten*
Optional
 1500-1530 Transportation to Luftkastellet
Busses depart in front of hotel
Dress casual
 1530-1545 Official opening of the 2004
SND|S Conference
Anna Östlund, President of SND|S
 1545-1645 Oh My God, Not Again! or How
Newspapers Need More Visual
Journalists Than Designers
Juan Antonio Giner,
International Media Consultant
 1700-1800 Ten Years of Winning Pages
Calle Henning, Editor of Design,
Helsingin Sanomat
 1815-1915 When Your Brain Reads the Paper
Peter Lund Madsen,
Brain Researcher/Neuroscientist, and
Ole Munk, Graphic Designer
 1915-2000 Predrink
 2000-2200 Light Dinner Buffet by
the Copenhagen Seaside
 2200-2230 Transportation
—to Radisson SAS Scandinavia
hotel or downtown
* No transportation, no registration,
just show up at 1200
Politiken, Rådhuspladsen 37,
at the Town Hall Square
Jyllands-Posten, Kgs. Nytorv 8,
close to Nyhavn

 0900-1000 Why Are Scandinavian
Newspapers So Dull and Boring?
Tony Sutton, Design Consultant
friday
SEPT 3
 1000-1015 Coffee Break
 1015-1115 Digital Work, Digital Life
Preben Mejer, Futurist,
Innovationlab
 1130-1230 Lunch +
SND|S 2005 Propaganda
A. UP FRONT B. SIDE ORDERS C. COUNT DOWN
 1230-1320 News, Knowledge and Education Typography Through Challenge, Change, and
Trine Jensen, Project Manager, the Looking Glass Convergence
Morgenavisen Jyllands-Posten Jonathan Hoefler and Tobias Frere- Ulrik Haagerup, Editor-in-Chief,
Jones, Font Designers, NORDJYSKE Stiftstidende
Hoefler & Frere-Jones Typography
 1330-1420 Break the Rules – The Magic in Magazines The ABC for BBC News Online
Sell the Paper John Bark, Graphic Designer Max Gadney, Head of Design,
Piotr Grzybowski, BBC News Interactive
Art Director, Fakt
 1430-1520 Colorful Black and White Meet the World Champions The Scandinavian Style in
Jan Grarup, Lars Andersson, Head of Layout, Television Design
Photographer, Politiken and staff, Upsala Nya Tidning L. Nicolay Grønlund,
Creative Director, Timeline
 1530-1620 The Credible Compact Warning: Infographics Touch the E-paper
Louis Jebb, Editor, with an Attitude Svenåke Brostrøm,
The Independent Gert K. Nielsen, Quality Assurance Manager,
Graphics Editor, Ekstra Bladet Sundsvalls Tidning
 1630-1745 Redesigning a World Famous
Jewel
Jan Utzon, Architect
 1745-1900 Free Time
 1900-1920 Transportation
—to Den sorte Diamant
DESIGN DOCTORS
 1920-2000 Canal Tours
—to the Little Mermaid  1230-1420
»… but this is how we always do it!«
 2030-0200 GALA Dinner with the Juan Antonio Giner and Tony Sutton
Extraordinary, Fabulous,
Freewheeling Awards Presentation  1430-1620
Langelinie Pavillon »Why use yesterday’s typeface?«
John Bark, Jonathan Hoefler and
 2400-0230 Shuttle busses to hotel Tobias Frere-Jones

IN THE LOBBY
SEPT 4
saturday  The lobby is both cosy
and busy.
 You can enjoy various
 0900-1000 exhibitions — we show you
General Assembly SND|S all the winning pages in the
“Best of Newspaper Design
Scandinavia 2004”, of course,
 1015-1030 and also an exhibition in
Transportation which the use of photos in
–to IT University newspapers is taken under
intense scrutiny.
 1030-1200 We also present a multitude
Meet the Digital Ghost of examples of how the
that will help you in the Scandinavian newspapers chose
future world of ambient to cover the royal wedding in
intelligence Copenhagen, May 14, 2004 —
the date where this conference
 1200-1245 originally was scheduled to
Transportation start.
–to Louisiana
 Buy books related to the
 1300-1400 speakers’ topics.
Lunch
 Get in touch on the
 1400-1600 public PCs.
Louisiana
Museum of Modern Art  Meet our sponsors:
Utzon Exhibition IBM, Escenic and CCI, who
will all have representatives
 1600-1645 on location, ready to answer
Transportation all kinds of questions.
–to hotel
 Meet the design doctors
– or simply relax over a
The Saturday programme cup of coffee together with
is optional. your colleagues and fellow
A fee has to be paid for participants.
Saturday events.
See www.snds-cph04.dk
for details

OH MY GOD, NOT AGAIN! OR HOW NEWSPAPERS NEED
HE SPEAKER
MORE VISUAL JOURNALISTS THAN DESIGNERS
 “We got him”. That was the headline in newspapers all over the world when
Saddam Hussein had been captured. Spanish media consultant JUAN ANTONIO
GINER from International Media Consulting Group tells you how your newspaper can
and should break the mold of dull one-way thinking. Using comparative studies of
newspapers all over the world, Giner will turn the news process UpSideDown.
THURSDAY 1515-1615
TEN YEARS OF WINNING PAGES
 This year, SND|S present the Best of Newspaper Pages in Scandinavia competition
for the tenth time. Helsingin Sanomat’s Editor of Design, CARL HENNING, gives you
an UpSideDown view of winning page designs 1994–2003. Outrageous remarks,
hideous thinking, shocking revelations. And a dim view of the future.
THURSDAY 1630-1730
WHEN YOUR BRAIN READS THE NEWSPAPER
 What mechanisms in the human brain assign special attention to certain images
and texts – while other elements are not even noticed? Which centers in the brain
are activated when we read a newspaper? Do we really use the left part of the brain
to watch pictures and the right to read texts? Dr PETER LUND MADSEN has hosted
several television programmes taking Danish viewers on guided tours of the human
brain. With a little help from graphic designer OLE MUNK he will explain what
actually happens when your brain reads the paper.
THURSDAY 1745-1845
WHY ARE SCANDINAVIAN NEWSPAPERS SO DULL AND BORING?
 Experienced Canadian design consultant TONY SUTTON has left his mark all over
the world with his beautiful and efficient redesigns. He is never afraid to rebuke
directors and editors who are too old-fashioned, stagnant and conservative for his
taste. Hear Sutton deliver a blow to the Scandinavian self-image.
FRIDAY 0900-1000
DIGITAL WORK, DIGITAL LIFE
 Danish futurist PREBEN MEJER has made a fortune predicting the future.
In Copenhagen he will tell us about his latest observations on the technological
development. On arrival you will receive a ‘sticky identity’ which in the course of
the seminar demonstrates what the new technology can do. Experience how moving
images are added to a newspaper and see and feel the digital paper with your own
eyes and hands.
FRIDAY 1015-1115
NEWS, KNOWLEDGE AND EDUCATION
 Morgenavisen Jyllands-Posten has over the past few years launched an
educational programme in connection to its JP Explorer department for journalistic
expeditions. Project manager TRINE JENSEN will tell us what they have done to
attract young readers - hopefully including both their parents and teachers. Use your
news in a different wrapping for a different target group.
FRIDAY 1230-1320 (A)
TYPOGRAPHY THROUGH THE LOOKING GLASS
 To make type more legible, make it smaller? To fit more words, use a wider font?
Welcome to the world of microtypography, the topsy-turvy universe of 8pt text
faces and 5pt classifieds, in which the laws of physics never apply in quite the way
you expect. JONATHAN HOEFLER and TOBIAS FRERE-JONES specialize in designing
typefaces that solve problems, and they love the challenges posed by newspapers.
The typeface they designed for the Wall Street Journal’s infamous stock listings was
both more space-efficient and more legible.
FRIDAY 1230-1320 (B)

HE SPEAKER
CHALLENGE, CHANGE, AND CONVERGENCE
 NORDJYSKE has become an example to media all over the world of how to bring
news stories to the costumers through the most suitable media: radio, television,
daily papers, the internet, weekly magazines or mobile services. Editor-in-Chief ULRIK
HAAGERUP will show us how the world’s largest integrated media project changed
both the journalism and the people behind it.
FRIDAY 1230-1320 (C)
BREAK THE RULES – SELL THE PAPER
 All colours allowed. All shapes allowed. No limits in graphics. Art Director PIOTR
GRZYBOWSKI tells the story of the Polish tabloid Fakt that breaks rules to create a
new model for modern newspapers. After a suprising launch in October last year Fakt
has become a giant succes and is now Poland’s best selling paper with more than
seven million readers.
FRIDAY 1330-1420 (A)
THE MAGIC OF MAGAZINES
 “For me that’s where it started. In magazines.” Making modern newspapers you
can always learn a lot from creating magazine pages and spreads, says experienced
designer JOHN BARK. Enjoy this account of his personal journey from the eighties at
‘Esquire’ in New York, the Swedish design magazine ‘Form’ and to ‘Imprint’, a maga-
zine for Norske Skog.
FRIDAY 1330-1420 (B)
THE ABC FOR BBC ONLINE
 How do you design with people in mind? How much background material can
the average online visitor really grasp? Why do people look at graphics? BBC News
Interactive’s Head of Design MAX GADNEY has the answers. He has been with the
BBC News Interactive from day one, and he will tell us the fascinating story of the
heavy and ongoing expansion that led to the current well-designed and fast website.
FRIDAY 1330-1420 (C)
COLORFUL BLACK AND WHITE
 Four times World Press Photo award-winner JAN GRARUP shoots many of his
powerful photos on global hot spots like Chechnya, Ramallah, Iraq and Sierra Leone.
Likely in black and white. How does the Danish Politiken photographer with the strong
attitude and honest commitment stay on the beat? And why is one of his favourite
scenes a child in a car?
FRIDAY 1430-1520 (A)
MEET THE WORLD CHAMPIONS
 The best in the world? What? Us? We laughed out loud at Upsala
Nya Tidning, when we were selected one of the five best-designed
newspapers in the world. But soon we realized that the SND prize
was not a joke and we were even happier.
The work we began in the mid 90’ies towards a more modern
and competitive newspaper was a success. LARS ANDERSSON,
JOHN HÄLLSTRÖM, BARBRO JANSSON and INGRID LINDGREN talk
about the development of the paper.
FRIDAY 1430-1520 (B)
THE SCANDINAVIAN STYLE IN TV DESIGN
 Do you realize how much graphics and packaging you are exposed to every time
you turn on your TV? Creative Director of Timeline L. NICOLAY GRONLUND – former
Head Of Design on both TV2 Denmark and DR (Danish Broadcasting Corp.) – will take
you through a motion graphics tour de force of television design. From TV station
branding over the channel airlook to the daily news and pports graphics.
FRIDAY 1430-1520 (C)

HE SPEAKER
THE CREDIBLE COMPACT
 The Independent
newspaper in Great Britain were the first to offer its
readers a choice between a tabloid and a broadsheet paper. The first-mover effect
was significant and greatly helped The Independent build circulation. Editor LOUIS
JEBB will tell us about the work of transforming text and design into a compact
format. Learn how the readers reacted and how the format change has altered the
paper’s journalism.
FRIDAY 1530-1620 (A)
WARNING: INFOGRAPHICS WITH AN ATTITUDE
 If you think you know what an infographic is and what it should be, then you’re
in for a surprising hour. Stop pretending and lying to your readers and start telling
the real story. Turn your graphics into hot stuff about cool facts, when you include
emotion, drama and human beings. Graphics Editor Gert K. Nielsen from the
Danish tabloid Ekstra Bladet is out to challenge the established rules of the field.
With examples from newspapers and magazines ranging from Brazil to China and
accompanied by music and sharp comments you’re invited to a discussion about the
future of visual journalism.
FRIDAY 1530-1620 (B)
TOUCH THE E-PAPER
 We have been talking about the electronic newspaper for years.
IBM has been working on it. Philips and Sony are working on it.
SVENÅKE BOSTRÖM, Sundsvalls Tidning, STIG NORDQVIST, Tidningsutgivarna
and some Swedish newspapers have worked with the new design ideas and the
revolutionary new gadgets.
FRIDAY 1530-1620 (C)
REDESIGNING A WORLD-FAMOUS JEWEL
 As a brand it is priceless. The Sydney Opera House – probably the most popular
building on the planet of the last century – has repaid its AUD 100 million cost
many times both as a tourist attraction and as a cultural centre. The Danish architect
Jørn Utzon was forced to leave Australia before he had completed his architectural
masterpiece. Now, nearly 40 years later, his son has returned to do a gentle redesign,
using his father’s drafts. JAN UTZON tells you the amazing story, that continues to
rouse powerful passions.
FRIDAY 1630-1715
DESIGN DOCTORS
 Bring examples of your pages along with your frustrations and ideas – and consult
the two teams of design experts. The first team will focus on general layout, the
second on the typographic choices you make – and the ones you don’t make.
FRIDAY 1230-1420
»… but this is how we always do it !«
Juan Antonio Giner and Tony Sutton
1430-1620
»Why use yesterday’s typeface?«
John Bark, Jonathan Hoefler and Tobias Frere-Jones