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How to save your local newspaper with social tools

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Presentation at Re:publica, Berlin

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How to save your local newspaper with social tools

  1. 1. How to save yourlocalnewspaper withdigital tools? A Norwegian case: Origo and A- pressen Bente Kalsnes CommunicationAdvisor, Origo @benteka bente@bengler.no http://blogg.origo.no/ http://www.flickr.com/photos/timo/10689184/
  2. 2. Ourphilosophy: Usethe web in a smart way to improvetheprintednew spaper(majortyofrevenue still in print)
  3. 3. Underskog (socialcalendar)
  4. 4. 2581 kommentarer
  5. 5. How to make a ”journalisticHawk Sandwich”, aka a digital environmentwhereyourreaderswant to contribute and sharewiththelocalcommunity and thenewsroom?
  6. 6. We’vebuilt: Social network (similar to NING.com); blogging, photosharing, socialcalendar
  7. 7. We’vebuilt: Social network for theNorwegian Labour party, My Labour Party
  8. 8. We’vebuilt: Closedsocialnetworkabouttrafficsafety for younggirls
  9. 9. We’vebuilt: Digital hearingsite for theNorwegian IT Ministry aboutinternet-relatedtopics
  10. 10. We’vebuilt: Cultural calendars for localcounties
  11. 11. • But now, let’sfocuson NEWSPAPERS • First, a short descriptionofthe media market in Norway
  12. 12. Norwegiannewspaper facts • 230 newspapers in Norway • 1,6 average - numberofnewspapersNorwe giansread EVERY day • Financial press support by government (310 mill NOK/ 40 mill euro) • We’reworkingwith A- pressen, media consortiumowning 50 local and regional newspapers
  13. 13. Absurd circulationnumbers: VG, Washington Post: Norway’slargestnew spaper: 710.000 344.000 (2005)
  14. 14. Media trends • Tabloids • Localnewspaper, nichepapers • Regional newspapers • Onlinenews
  15. 15. Internet access Norway 1996 – 2009 Percent Source: Consumer & Media. http://www.tns-gallup.no/default.aspx?aid=9080712 16
  16. 16. (Halogen.no, feb-10)
  17. 17. Origo fascilitatethe media transition from…
  18. 18. MONOLOG
  19. 19. DIALOG
  20. 20. Traditional newspapers Traditional online news Readers’ sites 1757 - 1997 1997 - 2007 2005 - 2009
  21. 21. Readers become contributors … and they talk about what is important for them
  22. 22. Online editorial news vs user created content Professional online content User created content 2006 ca 100 news websites Twitter 10 Underskog 10.0002009 User createdd content Origo - A-pressen’s news sites: Underskog- 20.000 Facebook ca 5.000 articles, images, Twitter 105.000 Blink/Nettby comments a week Origo 155.000 Facebook 2.200.000 Origo-users: ca 35.000 image, comments, events a week Redaksjonene creating 7 times more Origo users are already content than the journalists 100 nettaviser EspenSystad - A-pressenDigitaleMedier
  23. 23. Tools for cooperation Blogging, image sharing, socialcalendar, filesharing, etc Group blogging is common at Origo Easy to distributecontent to Twitter and Facebook
  24. 24. The uniquethingsabout Origo: Connected to localcommunities Distributionchannel (newspapers, Facebook, Twitter) Roleverification Open and closedgroups
  25. 25. Digital tool for the newspapers The newspapers are using Origo to gather user created content (comments, blog posts, images) Each newspaper has a geographic area (local zone) Importes from Origo to the online site and the newspaper
  26. 26. A-pressen’s goal for 2010: Print 30.000 newspaperpagesbasedo nusercreatedcontent
  27. 27. Bergensavisen RomerikesBlad AvisaNordland Nordlys Firda SarpsborgArbeiderblad Telemarksavisa StjørdalensBlad Lofotposten Rogalands Avis Siste.no TidensKrav Glåmdalen OpplandArbeiderblad Østlands-Posten HelgelandArbeiderblad RanaBlad RingerikesBlad FinnmarkDagblad HardangerFolkeblad Fremover Firdaposten Smaalenenes Avis Lofot-Tidende ArbeidetsRett Kvinnheringen Moss Dagblad Hadeland Namdalsavisa AkershusAmtstidende Opdalingen Demokraten HaldenArbeiderblad Aura Avis Finnmarken Bygdeposten AvisaNordhordland AustAgderBlad Rakkestad Avis Eikerbladet Glåmdalen Østlands-Posten Enebakk Avis Bergensavisen Local zones Malvik-Bladet Jarlsberg Øyene Vestby Avis Tvedestrandsposten IndreAkershusBlad PorsgrunnsDagblad Ås Avis
  28. 28. These people have at least one thing in common. They care about something and want to share it with others.
  29. 29. Firda.no Papir-Firda Firdas Origo-sone Fjordaglimt Jølster Nettionen Nationen Origo sone Helen registers an event in a local zone. Nationen.no Papir- Nationen
  30. 30. 36
  31. 31. Web to print
  32. 32. Boyracing in Firda . Foto:Aslakr, Flickr, CC
  33. 33. First article
  34. 34. Follow up: Articlebasedont hecomments
  35. 35. The debate takes off
  36. 36. Jan Herstad, er previous mayor
  37. 37. Frontpage in thenewspap er
  38. 38. The debatecont inuesonpri nt
  39. 39. Lørdagsavisa
  40. 40. Someotherexamples
  41. 41. First comment
  42. 42. 1. Started as a blog entry 2. Profiled on the website 3. More debate 4. Good print article 5. More debate
  43. 43. We askquestion simple one We find a hobby metroown meteorologist with his hobby weather station
  44. 44. Local patriots (song contest) Enthusiastic comments
  45. 45. Origo: Mobile verificationsince 2007
  46. 46. • Clear rules, journalists should be present in comment section • Be strict on personal attacts • Encourage good comments • Encourage people to add profile picture
  47. 47. Manuallyverifiedr oles
  48. 48. Comments via Origo, Facebook, Twitter, Gmail • Differentlevelsofregistration: Facebook, Twitter, Gmail, Origo • Highestlevelofverification – verifynamewithCensus Distributecontent via Facebook/Twitter
  49. 49. Thanks! Bente Kalsnes CommunicationAdvisor, Origo @benteka bente@bengler.no http://blogg.origo.no/ http://www.flickr.com/photos/timo/10689184/

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