World Editors Forum 11: Session Integration, Bernt Olufsen
18th WORLD EDITORS FORUM Session: Integration: the latest experiments in a multi- platform age Title: A REASON FOR EDITORIAL INTEGRATION Speaker: Bernt Olufsen Mark your calendar64th WORLD NEWSPAPER CONGRESS19th WORLD EDITORS FORUM Vienna, Reed Messe Wien www.wan-ifra.org/kiev2012
22nd of July THE ATTACKA REASON FOR EDITORIAL INTEGRATION
ALL TIME HIGH FOR VG.no Extreme growth in traffic – doubled previous record one hour after the attack 29.000 views pr minute on frontpage 3 x normal traffic when news of explosion 6 x normal traffic when news of Utøya 34 % of traffic came from VG Mobile. Extreme growth also on tablet and VG TV.
TERROR NEWS DEPARTMENT 14 reporters working in shifts Devided into 3 groups: Crime & Investigations, Victims & Relatives, Politics & System failure Serving all platforms Publishing strategy, digital first 105 print pages since 8/25 (8 major front pages) 100 originalTerror desk in news stories digital (40 breaking news)the middle of
2000 2007 2011 Daily readers VG and VG Nett 1997 to 2011 Source: TNS Gallup
12 A monoproducttransformed to intricate complexity Source: TNS Gallup F&M 2011/9
A multitude of new channels,platforms and online businesses
WHY WE INTEGRATE COMPLEXITY User behaviour Market situation Makes us stronger To have a clear brand PAID CONTENT STRATEGY What drives the willingness to pay?
THE SOCIAL MEDIA GOAL – 10 PERCENT OF THE## FACEBOOK ## NUMBER OF FANS JOURNALISTS WORKING TIMEwww.facebook.com/vgnett Total 88 000 New last month 6 800 A year from 169 now 600www.facebook.com/vgteve 83 500 4 400 136 300www.facebook.com/vgnettsporten 44 000 1 000 56 000www.facebook.com/rampelys 19 500 665 27 480www.facebook.com/vgreise 15 500 500 21 500www.facebook.com/minmote 10 000 254 13 048www.facebook.com/bilogmotor 10 000 243 12 916www.facebook.com/vgspill 4 000 143 5 716www.facebook.com/vghelg 1 500 24 1 788www.facebook.com/vgdebatt 1 900 24 2 188www.facebook.com/vektklubb 1 350 46 1 902www.facebook.com/vgpluss 900 17 1 104www.facebook.com/lesernesvg 1 450 123 2 926TOTAL 281 600 14 239 452 468
WHAT VG TRIES TO DO Platform focus when Develop a plan describing necessary what competence we Multimedia plans for need three years from publishing now Making paid content be Integrate TECHNOLOGY platform neutral and the READERS in our journalism Programmers will increasingly be part of editorial teams Build new cross platform publishing toolsDaily 15 min
NEW MANAGEMENT 50% 50% Editorial Commercial Online Newspaper Women Men Young experiencedAugust 15th we moved out of seven offices and co-locate in an open landscape
STATUS & PLANS Reorganised top management Publisher + one digital editor and one paper editor. Rebuilt the newsroom All reporters on the same floor Roll out plan for merging of departments 1. Entertainment & culture, 2. Sport, 3. Crime and so on. Goal: fully integrated mid 2012 Digital competence among paper journalists Internal education in the publishing system Search for common system for publishing Developing new strategy for publishing: Exclusive content in the paper and behind digital pay wall on tablet and net.
SCHIBSTED MEDIA HOUSES AFTENPOSTEN First step in 2008, moving print and online newsdesks together. Half of digital staff deployed in the editorial departments. 12 web reporters in a 24/7 task force – covering the news. All news departments given clear multi medial responsibility and traffic goals since 2010. Next step: All departments will have clear goals for online publishing and growth. 20 hour digital school: Training programme for most of editorial staff during 2012.
STAVANGER AFTENBLAD Integrated newsroom is established. 18,5 % digital reporters. 10 – 15% of print content is published online. Project launched to map current digital competence, and strengthen all digital operations. In 2012 a new digital competence strategy will be deployed together with a new publishing strategy for the media house. The digital share of editorial staff will be increased with 5 journalists, bringing the share up to 22 %.
FÆDRELANDSVENNEN Print/Digital working together – open landscape Separate editing and separate newsdesk during the day – One editor and a shared desk in the evening All reporters works for all platforms Developing new publishing strategy: Digital first Next year: One desk regardless of platform
AFTONBLADET, Sweden One integrated newsdesk in the new Schibsted house in Stockholm. A news organisation working independent of publishing channels. One common planning and leadership process, with focus on all channels. Recruiting only people dedicated to online publishing. Scoops always online first Development programme for reporters and photographers
POSTIMEES, Estonia By october 2011 Postimees has a totaly integrated print and online operation. A new, functional editorial and sales system is installed.20 MINUTOS/MINUTES In Spain two different editorial teams for print and online, working close together with a common editor-in-chief. Integrated planning process. In France the print and online team have different editors, but discussions of integration is one the way.