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Digital Winners 2014: Are Stokstad, Amedia

Digital Winners 2014: Are Stokstad, Amedia

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Digital Winners 2014: Are Stokstad, Amedia

  1. 1. DEVELOPING TOMORROWS LOCAL MEDIA HOUSES IN THE DIGITAL ERA CEO Are Stokstad OSLO 21. OCTOBER, 2014
  2. 2. Confession – the Newspaper Industry is facing substantial challenges Side 2 Perceived strengths anno 2007 Obstacles anno 2014 100 % value-chain ownership from content production to end user distribution Need for highly flexible infrastructure adapted to changing markets Internal production of (nearly) all editorial content ~100 % fixed production costs Flexible production from numerous sources – variable cost base Technological ownership Usage of off-the-shelf world class technology solutions adapted to continuously changing products, services and devices = Development – advertisement, print 2007-E2014 4 431 7 189 ? E2017 -2 758 2007 E2014 Development – consumption newspapers (SSB, % daily use of media-channel) E2017 -29% ? 51% 2013 72% 2007 (IRM, billion)
  3. 3. Be that as it may, Amedia still is a Norwegian media giant – reaching 2,1 mill people, more than 40% of Norwegian people, every day Side - Tromsø 77 % - Bodø 80 % - Tønsberg 71 % - Fredrikstad 72 % Amedia has 68 mediahouses spread all over the country Every day nearly 1000 journalists gives the local market relevant news and updates In several key regional markets we daily reach more than 70 % of the people 3 Daily reach
  4. 4. How to face the industries formidable challenges? Today’s themes: Side 4 • Strengthening end user relevance • Enhancing local and central creativeness • Ensuring World class scale efficiency • Radically improve speed of execution
  5. 5. Strengthening end user relevance: Central policies and implementation skills do pay off “This is one of the best long-term young readers programmes ever: led by extensive research, thought out and strategic, guided by a ‘need to have’ philosophy about young readers,” The 2040 project! «We want YOU on the team» Avisa Nordland hired 60 young editors which were given real influence on the product! Led to real change in the organisation – how to organise, prioritise and think - The jury of WAN IFRA Moved the school into the Side 5 media house! Moss Avis has developed a class together with the secondary school. The students developed their own section on the website: www.moss-avis.no/skoleavis The program has included research towards a group of 3.500 people since 2008 Daily reading*: • 15-19 years => 7 out of 10 • 20-29 years => 8 out of 10 *in defined local geography
  6. 6. Local creativeness and speed: In the digital era local initiatives can, rapidly, beat national leaders Side 6  Buzzit was developed in the cellar of the local newspaper Nordlys over a few weeks  The product was launched in June 2014 • Day one: Buzzit had more than 100.000 …But with one million visitors a week it becomes clear that the market wants this product! users • Best week: Over 1,1 million users • Age profile: Over 55% of Buzzit’s user base are between 18-34 years old  Uses the strengths of Facebook as distribution channel – only 25% of it’s traffic stems from the local newspaper’s frontpage  Focusing on speed to market, «childhood diseases» will emerge and cannot be solved up front
  7. 7. Significance of scale – aID is a critical fundament for both editorial as well as commercial development. It launched in April and is now implemented in 68 media houses Side Launched april 2014 7 STEP 1 STEP 2 Digital paid content «Big data» segmentation STEP 3 Individual and dynamic products Transactional products covering the entire customer cycle is our most critical initiative of scale It enables us to build the basis for our future editorial as well as commercial products We successfully implemented the basis – now we have to fill it with relevant products and services!
  8. 8. Concluding remarks Side 8 • The newspaper industry, Amedia included, is still facing significant changes – it will not be easy • Amedia believes that; • We are well positioned dealing with existing and future challenges • Future development should be based on thorough market oriented approaches: • Future content products ought to be based on broader perspective and sources – we must broaden our current value chain • We must strengthen our value propositions for advertisers – their ROI is our focus
  9. 9. Amedia AS Akersgata 28 Postboks 1168 Sentrum, NO-0107 Oslo Telefon +47 22 00 90 00 www.amedia.no

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