4. ... which means
Our companies and
strategies are built on
a high price model
We didn‘t have to be
innovative for
decades
We run after the „big
stories“ like iPad
5. Let‘s look for relevant stuff
What is really our
core competence?
How can we make
our business more
simple and robust?
Think first about your
customer relation
and not the iPad-App
6. Some problems:
Newspapers & publishers still look for the
big „change“ to save our future
We don‘t fight enough to make journalism
relevant in the interactive world
We don‘t play an important role as the
community organizer.
7. What is relevant? (just a few points)
We are local – optimize this as good as possible!
We are part of the community – let‘s play a more
active role!
Advertising business needs new ideas – and
there are still some left!
Our readers are loyal to their newspaper and
should become customers in a broader sense.
8. We just started improving
"Hyperlocal" is still a
world-wide trend.
Everybody talks about
it, but
hardly anyone
puts it in front
(and offers 150 pages
in 16 satellites
per average day
to 650.000 readers)
9. This stuff is everywhere!
National and world news
are still a serious part of
the product
But the question is:
„What will touch our
readers tomorrow –
and how?“
Ask that every day in
the news room
10. Involve people – every day!
Set the agenda
Crossmedia is not only
about sales – it‘s about the
news!
Online five minutes
after the judgement
Try to do this
every day in your
newsroom
Readers reaction
in print next day
11. Show social responsibility!
Poor kids from remote
areas don‘t get support for
the bus ticket when they
want to finish high school.
We raised money, pushed
the state and national
government.
Result after a few weeks:
210 kids got a ticket and
the government will take
care in the future.
12. Make the people proud!
Second largest classical music
open air in Germany
At a historical
garden which
was never used
like this before
25.000 people
really love it
13. Show what you do!
Open house
at a business
district
15.000
visitors
at our press
facility
Made money with print
and online specials
14. Make readers to ambassadors !
Production of new
cinema ads
Cooperation with local
university (art academy)
Readers were
requested to take an
active part
Hundreds of applicants,
five new spots with
readers as
ambassadors for „their“
local newspaper
15. Get the young ones!
Casting event with
shopping center &
BMW dealership
Print and online
media package
with polling,
videos etc.
Events at the
shopping center and
the BMW dealer
16. Ideas everywhere!
HNA Local Festival at
one of the smaller
cities
Casting for
local musicians,
dancers etc.
in print and
online
7.000
visitors
Special online and
print to make money
17. Arouse emotions!
20 years after the fall of
the „iron curtain“
Tour along the former
border with small
exposition
Reminiscence of the
turbulent days in
November `89 with
people who played an
important role
Product: (N)ostalgia-
package with products
from East & West
18. A little bit about classifieds!
Print nicely, price cheap, make simple
19. Never introduced a new format with such
a great and steady reader feedback
20. "We really appreciate that you are a
subscriber of our paper. Besides a special
price you get a yellow underlay for free."
21. ... and about video!
German craftsmen association
started national image campaign.
We transformed it for the local
businesses.
Sold crossmedia packages to
more than 400 companies.
Result 1:
A solid 6-digit revenue
Result 2:
New ideas
22. Results in total?
Circulation is stabilizing
100% increase in online sales
Internet traffic increasing by 50%
Still new ideas every day
23. Thank you very much!
Jan Wagner
Verlag Dierichs GmbH & Co. KG
Frankfurter Straße 168
34121 Kassel – Germany
www.hna.de
jan_wagner@hna.de
facebook.com/jan.wagner1
twitter.com/jan_ks
