Stavanger Aftenblad – What we
have learned so far
Digital Winners, 7 November 2013

Lars Helle,
Editor-in-Chief, Stavanger...
Jonny’s last days
• video (duration:29 min.)
downloading record
• Daypass purchases: All-time-high
day 1. Also many purcha...
100 days previously

Stavanger Aftenblad launches «The new Aftenblad»,
a freemium model for paid, digital content
The big question
•
•

What make people pay for digital stories?
How does the sales funnel work?
The answer is even bigger
•
•

But we know there is not necessarily a link between traffic and
sale. Click-winners are not...
Key learning: Great traffic
≠
Great sale
«The new Aftenblad»
Our hairy goals:

• Same circulation
as in 2012
• No decrease in
digital traffic
• 75 % migration
betw...
Circulation development

Before launch: - 4,1 %
After launch: - 3,2 %
Status migration and digital sale
• Top daily passes:
• Jonny’s last weeks
• Not a subscriber? Get full access
• Finish li...
Our publication strategy – was it too liberal?
Paid
Main rule: Everything
produced in-house

Digital firststrategy

Exampl...
Publication Strategy 1.0 – Evaluation
Plus

 Soft launch winter
2013, full launch May
13th, the day we
introduched our
un...
Page traffic – a challenge
We developed a new tool to follow open/closed
stories on the front page
Chat and Social Media
Chat on front page
and new structure on
social media
launched May 13th.

Positive responses from use...
The road ahead. The new Aftenblad 2.0
Alt 1: Moderate
adjustment

KONSEKVENSER

Background

Consequenses
 Goals for The n...
The coming year

The new Aftenblad 2.0

•
•
•
•
•
•
•

Less liberal publication strategy
More digital strength on copy edi...
Mobile platforms vs. web – Week 34 – Mon-Fri
Desktop
Mobil + Leserbrett

10 000
9 000
8 000
7 000
6 000
5 000
4 000
3 000
...
Mobile platforms vs. web – Week 34 – Sat-Sun
Desktop - Lørdag - Søndag

Mobil + Leserbrett - Lørdag-Søndag

10 000
9 000
8...
Digital Sunday edition
More Web-TV
More good journalism

The best strategy in the universe of paid, digital content
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Digital Winners 2013: Lars helle

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Digital Winners 7-8 November:
Stavanger Aftenblad - What we learned so far? Lars Helle

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Digital Winners 2013: Lars helle

  1. 1. Stavanger Aftenblad – What we have learned so far Digital Winners, 7 November 2013 Lars Helle, Editor-in-Chief, Stavanger Aftenblad twitter: @lahelle
  2. 2. Jonny’s last days • video (duration:29 min.) downloading record • Daypass purchases: All-time-high day 1. Also many purchases the following days • 90% converted to digital users
  3. 3. 100 days previously Stavanger Aftenblad launches «The new Aftenblad», a freemium model for paid, digital content
  4. 4. The big question • • What make people pay for digital stories? How does the sales funnel work?
  5. 5. The answer is even bigger • • But we know there is not necessarily a link between traffic and sale. Click-winners are not necessarily sales-winners. Theory: -- good, classic journalism -- for regional papers: local, enriched news with a twist -- lists (richest in town, evaluation of soccer players, most expensive houses, most powerful in oil business aso.). -- News for use
  6. 6. Key learning: Great traffic ≠ Great sale
  7. 7. «The new Aftenblad» Our hairy goals: • Same circulation as in 2012 • No decrease in digital traffic • 75 % migration between the subscribers at the end of the year Status: • Circulation: Well… • Traffic: YES!!! • Migration: On track
  8. 8. Circulation development Before launch: - 4,1 % After launch: - 3,2 %
  9. 9. Status migration and digital sale • Top daily passes: • Jonny’s last weeks • Not a subscriber? Get full access • Finish line, Nordsjørittet (bikerace) Ikke-migrert • Top subscribtion: • Not a subscriber? Get full access • Why you should cover your tits on the beach • Route 44 – A digital story about the everyday life along the region’s most important highway 33% 67% Migrert Experience: A digital user does not enter our new universe the first time she reaches the landing site for purchasing a subscribtion
  10. 10. Our publication strategy – was it too liberal? Paid Main rule: Everything produced in-house Digital firststrategy Examples: Regional and local news Politics, culture Familiy pages Op-ed’s/editorials Feature stories Background stories Videos Case-to-casedecision Stories with national potential Commentaries Series Paid stories shared on social media to be hashtagged #ABO Not paid Oil/energy House and living Jobs/education Blogs Traffic Weather 100 % Sport Crime, news from the court, etc. Live Press conferences Stories with potential for national attention Default: Not paid
  11. 11. Publication Strategy 1.0 – Evaluation Plus  Soft launch winter 2013, full launch May 13th, the day we introduched our universe for paid, digital content • Strong digital traffic • Better digital attitude in the newsroom • Editorial flow improved • Better digital knowledge • Journalists more aware of paid/free content • Openness: SoMe, Chat on front page, etc. • More experiments/more live Minus • Speed on migration too slow • Technical problems (slow downloading, problems with log-in, mobile version) • Publication strategy – too open? •Publication rhytm: Still paper orientated • Still dependant on purchase-solution in media houses we co-operate with (Sports, News for use) • The environments for feature-stories not good enough 11
  12. 12. Page traffic – a challenge
  13. 13. We developed a new tool to follow open/closed stories on the front page
  14. 14. Chat and Social Media Chat on front page and new structure on social media launched May 13th. Positive responses from users, high percentage of response from editorial staff. => Hire a full-time SoMe-specialist?
  15. 15. The road ahead. The new Aftenblad 2.0 Alt 1: Moderate adjustment KONSEKVENSER Background Consequenses  Goals for The new Aftenblad:  1) Digital growth  2) More paying subscribers  Solid growth on mobile devices and tablets. PC: decreasing slowly compared with same period last year (May-JuneJuly)  Around 65 % migration.. • Marginal or no pcgrowth • Still strong growth on tablets and mobile • We will reach the goal of 75 % migration • Slow rate of new subscribers Alt 2: Tightening of publication strategy Consequenses • Decrease in pc-reading • Fewer open sections • Continued growth in tablet- and mobile reading (but slower) • Higher migration. More paying subscribers • Tougher to get traffic from SoMe  More paid content on front page (+/- 50 %) • Parts of common news stories will be paid content  Sections like Energy Job/education, House and living will be transferred to the paying universe.  No exceptions for commentaries/op-eds.  Only traffic, weather, «common crime» remains unpaid  More paid stories from the local sport arenas  Follow moves by cooperating media houses Default: Paid content
  16. 16. The coming year The new Aftenblad 2.0 • • • • • • • Less liberal publication strategy More digital strength on copy editing (mobile devices) New subscribtion packages Focus on technical support Focus on customer information More and better analyses (sales funnel, big data, publication strategy) Increase the migration. Stimulate readers to use all devices and to read the e-paper • More video • More cooperation between the internal departments • Experimentation, experimentation, experimentation
  17. 17. Mobile platforms vs. web – Week 34 – Mon-Fri Desktop Mobil + Leserbrett 10 000 9 000 8 000 7 000 6 000 5 000 4 000 3 000 2 000 1 000 0 23-00 22-23 21-22 20-21 19-20 18-19 17-18 16-17 15-16 14-15 13-14 12-13 11-12 10-11 09-10 08-09 07-08 06-07 05-06 04-05 03-04 02-03 01-02 00-01 Mobile plattformer størst
  18. 18. Mobile platforms vs. web – Week 34 – Sat-Sun Desktop - Lørdag - Søndag Mobil + Leserbrett - Lørdag-Søndag 10 000 9 000 8 000 7 000 6 000 5 000 4 000 3 000 2 000 1 000 0 23-00 22-23 21-22 20-21 19-20 18-19 17-18 16-17 15-16 14-15 13-14 12-13 11-12 10-11 09-10 08-09 07-08 06-07 05-06 04-05 03-04 02-03 01-02 00-01 Mobile plattformer størst
  19. 19. Digital Sunday edition
  20. 20. More Web-TV
  21. 21. More good journalism The best strategy in the universe of paid, digital content

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