John Einar Sandvand

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Presentation at the INMA Seminar in Copenhagen "Re-creating Value in an age of Abundance"

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John Einar Sandvand

  1. 1. Good morning to the 2nd day of this INMA seminar Wifi “Pressen” access code: 33472244 Special thanks to
  2. 2. Finding new digital revenue streams, but how? John Einar Sandvand jes@aftenposten.no Twitter: @johnei
  3. 3. 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
  4. 4. Norway: 7 national news sites * * * * * * * Weekly unique visitors – week 50, 2009
  5. 5. Aftenposten.no • User profile: Higher education, higher income • Most of the content from newspaper + original content • Separate sites for travel and Oslo guide
  6. 6. What to do?
  7. 7. 2008 Minus 3 million euros Revenues: About 9 million
  8. 8. 2009 Minus 3 million euros
  9. 9. Three step strategy for new revenue streams Classified User Display ads ads payment
  10. 10. Developing more revenue streams Ad-revenue ap.no Mill. kroner
  11. 11. 1. Making our ad products work better Classified User Display ads ads payment
  12. 12. Developing premium ad formats
  13. 13. Premium formats: The T ad
  14. 14. Premium formats: Info sections
  15. 15. Premium: Behavioral targeting
  16. 16. 2. Classified ads as new revenue stream Classified User Display ads ads payment
  17. 17. Finn.no: Online classified success
  18. 18. There is an attractive No. 2 position Active job seekers Passive job seekers
  19. 19. Using business news to attract passive job seekers Search in job listings Upselling good positions Special deals with recruitment companies
  20. 20. Adding context with job section
  21. 21. Same technique used with property
  22. 22. Coming up: Cars and public announcements
  23. 23. 3. Develop user-paid services Classified User Display ads ads payment
  24. 24. But how to do it?
  25. 25. 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
  26. 26. 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
  27. 27. Users will only pay for Unique Value Creating Unique Value ? ? ? ? ?
  28. 28. Unique Content • Content you don’t think you can find anywhere else • Local, niche, experts, etc
  29. 29. Unique Convenience • Access in specific situations or areas • Extremely easy to use • Flexibility
  30. 30. Unique Usefullness • Content and services you • How to’s, guides, weight can use to reach personal club, apps, tools, tests of goals products, etc
  31. 31. Unique Packaging • Premium presentation and design • Selection of content, for instance personalization or for niches
  32. 32. Unique Experience • Gives an emotional • Brand value, community, attachment, entertainment, entertainment, unique user social connections, etc. experience …
  33. 33. Creating Unique Value Unique Convenience Unique Content Unique Usefullness Unique Packaging Unique Experience
  34. 34. 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
  35. 35. Exploring three directions Repackage Special Mobile old and/or services services and make new and/or clubs apps core content
  36. 36. 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
  37. 37. Repackage old or make new content Repackage Special Mobile old and/or services services and make new and/or clubs apps core content
  38. 38. Projects for repackaging content • Revitalizing the e-paper • Digital archives • New digital versions of Aftenposten • Niche products
  39. 39. Re-vitalizing the e-paper • New and more user- fiendly solution • Make it easier to buy • Market campaigns
  40. 40. Digital archives as paid service • 150 years of history – and a unique position as Norway’s newspaper of record • 1,7 million newspaper pages
  41. 41. User-friendly solution
  42. 42. 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
  43. 43. 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
  44. 44. 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
  45. 45. Strong growth estimated
  46. 46. Content will be consumed on many platforms … and users will expect seamless transfer
  47. 47. Analyzing user situations How do we serve users’ needs in specific situations during the day?
  48. 48. 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
  49. 49. 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
  50. 50. 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
  51. 51. Special services and/or clubs Repackage Special Mobile old and/or services services and make new and/or clubs apps core content
  52. 52. Ordspill.no – online scrabble game • Free service today • Extremely loyal users • Very long user sessions • 72 % of users under 40 years
  53. 53. Finding the good ideas
  54. 54. Mobile services and apps Repackage Special Mobile old and/or services services and make new and/or clubs apps core content
  55. 55. Apps Hva skjer? I nærheten Inspirasjon Søk
  56. 56. Appendix: An extra story of reusing content
  57. 57. Summing up 1 Classified User Display ads ads payment
  58. 58. Summing up 2 Creating Unique Value Unique Convenience Unique Content Unique Usefullness Unique Packaging Unique Experience
  59. 59. Summing up 3 Repackage Special Mobile old and/or services services and make new and/or clubs apps core content
  60. 60. Thank you! John Einar Sandvand Mail: jes@aftenposten Twitter: @johnei Blog: BetaTales.com

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