World Editors Forum 11: Integration Session, Christian Ortner
18th WORLD EDITORS FORUM Session: Integration: the latest experiments in a multi- platform age Title: The multi-brand-strategy of Vorarlberger Medienhaus Speaker: Christian Ortner Mark your calendar64th WORLD NEWSPAPER CONGRESS19th WORLD EDITORS FORUM Vienna, Reed Messe Wien www.wan-ifra.org/kiev2012
The multi-brand-strategy ofVorarlberger MedienhausSeparated brands, one goalChristian OrtnerEditor-in-Chief Vorarlberger NachrichtenWorld Editors Forum, October 14th, 2011
Vorarlberg, a special placeVorarlberg is Austrias most western state andthe homemarket of Vorarlberger Medienhaus371.000 inhabitantsOver 90% reach with all the house‘s products190.000 daily readers of flagship-newspaper „VN“100.000 daily Unique Clients on our newsportal VOL.atRolemodel for regional markets in Romania, Hungary
How we work• Separate brand, team, • Separate brand, team, Editor-in-Chief Editor-in-Chief• Editorial staff of 40 that • Editorial staff of 10 focus on print • 4 Mobile Journalists production • 4 Photographers that• Online first with a right service online and print for „exclusive“ content
Why we prefer the two brand strategy• Online and print are „different animals“• One deadline vs. 24/7• Different target groups• Newspaper is the „ultimate browser“, gives a perfect overview in 30 minutes• Newspaper has a beginning and an end• Webportal uses live-coverage wherever possible – every story should be a „developing story“ - 3- minute-rule• Completely different time schedules• Rather fueling a tough internal contest than giving competitors any space
Why we prefer the two brand strategy• Immediate Interaction with online-users• Integrated newsrooms can‘t change the heartbeat of print staff – there is danger that the onlineportal is not the main product or even that both channels lose.
But there is common sense …• We use synergies – Of course „digital first“ – breaking news – photographers are pooled in the online team for all media-brands – Every day by 6 a.m. 90 % of newspaper content is somewhere on the onlineportal. But it‘s a different mix. And it‘s in the online editors decision. – Online provides pooled databases (soccer-results, events, obituaries, …)• We use each others marketing channels• To gain speed we reversed the production workflow (from online to print) in hyperlocal stories and live events. Our hyperlocal Newspaper is made out of the website.
Christian Ortner firstname.lastname@example.orgThank you.