The document discusses the outlook and history of Het Parool, a Dutch newspaper based in Amsterdam. It provides statistics on the newspaper's circulation numbers over time, compares it to other Dutch newspapers, and discusses its online presence and strategies for collaboration with other local media organizations to strengthen its market position in Amsterdam. The newspaper aims to position itself as the leading media provider in Amsterdam by selling the city through multiple platforms and working with other local partners.

2. Outlook 2009
INMA 36th European Conference
October 2008, Vienna
Frits Campagne, publisher Het Parool, Amsterdam

4. Content is
(for)free!

6. Wim van Norden

7. Wim van Norden
‘We started Het Parool with
1000 guilders. As long as we
still have that money, there’s
nothing to worry about.’

8. 1940
2008


9. Mission: a market leader position in every media segment
Short history is a leading Belgian 2001)
De Persgroep in new media (since media concern, traditionally active
24,0 23,8
in printmedia and broadcast media Main shopper, 18-54
350.000
325.000
450.000 Main shopper, 18-44 unique reach per day: sold on a weekly basis
393.496 copies 317.241
300.000
275.000 sites
News 400.000 10,0
11,5
9,3 consumer unique reach per Classified sites
Vortals month: 4.337.087
Newspapers
9,0
250.000 350.000
5,6 5,5 magazines Television Week after week, Dag Allemaal reaches
Radio
225.000 300.000 3,2 3,4 one Flemish person in 3
200.000 250.000 Hln.be is market leader in news sites
175.000
200.000
150.000
150.000
125.000
market leader in Flanders on the commercial TV market
100.000
100.000
50.000
75.000
0
50.000
'85 '86 '87 '88 '89 '90 '91 '92 '93 '94 '95 '96 '97 '98 '99 '00 '01 '02 '03 '04 '05 '06
25.000
Belgium most read magazine in Flanders
Belgium
0 Radio in Flanders: market shares
aug/03 nov/03 feb/04 mei/04 aug/04 nov/04 feb/05 mei/05 aug/05 nov/05 feb/06
18-44 year olds
mei/06
aug/06 nov/06 feb/07 mei/07 sep/07
60.000
Other Q-
50.000
12,9
310.000 music unique reach per day: 48.395
27,3
290.000 unique reach per month: 729.924
287.857 copies sold on a daily basis
40.000
Donna 270.000
HLN: reaches 1 in 5 Flemish people
30.000 22,3 on a daily basis
250.000
20.000 230.000 4FM 9,9
StuBru
210.000
Radio 1
10.000
12,7 5,3
190.000
0 Radio 2
170.000 9,6
Holland 150.000
biggest radio channel '97 '98Flanders'03 '04 '05 '06
'90 '91 '92 '93 '94 '95 '96 in '99 '00 '01 '02
the biggest newspaper in Flanders

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17. March 2004: format change - from broadsheet to tabloid
(we felt the need...)


18. Frontpage - changes after redesign
First choice one subject
Headline: The newspaper of Amsterdam
Photography: bigger and better
‘Shorties’ at the upper part of the page
Navigation for section 2 of the day

19. Slagveld op de beurzen

20. Arts and Media big issues in Amsterdam

21. Readers like Amsterdam news

22. Design by Loes Koomen

24. Quarterly
magazines

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34. Amsterdam
Best of Amsterdam
News
Jobs
Life in town
Wining and dining
Crime
Weather and traffic
Agenda with Google Maps


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37. Circulation in the Netherlands
(paid newspapers: total of 3.6 million)
De Telegraaf 725.555
AD 458.921
de Volkskrant 260.214
NRC Handelsblad 218.954
Het Parool 86.349
Source: HOI the Netherlands

38. Every weekday 1.8 million free newspapers on the streets
Metro 725.555
Sp!ts 458.921
Dagblad Pers 260.214
DAG 218.954
Source: HOI the Netherlands

39. Marketshare in Amsterdam and the region
Het Parool 30 %
De Telegraaf 27
de Volkskrant 16
NRC Handelsblad 15
nrc.next 6
Trouw 4
other newspapers 2
0% 7,5 15,0 22,5 30,0
Source: Cebuco/HOI the Netherlands


40. Readers profile
Age
age 13 - 24
age 25 - 34
age 35 - 49
age 50 - 64
older than 65

41. Circulation of main newspapers in the Netherlands (index)
120
105
De Telegraaf
AD
90
De Volkskrant
NRC Handelsblad
Het Parool
75
60
2003 Q2 2004 Q2 2005 Q2 2006 Q2 2007 Q2 2008 Q2
Source: HOI the Netherlands

42. Unique visitors per month
Nice reach comparing to peers (...but not enough)
Brabants Dagblad 471.000
Dagblad van het Noorden 381.000
De Gelderlander 344.000
Het Parool 323.000
Provinciale Zeeuwse Courant 306.000
Eindhovens Dagblad 273.000
Noordhollands Dagblad 220.000
De Limburger 204.000
Leeuwarder Courant 198.000
De Twentse Courant Tubantia 194.000
AT5 187.000
Haarlems Dagblad 97.000
Leidsch Dagblad 64.000
Gooi- en Eemlander 63.000
Friesch Dagblad 61.000
Source: STIR, March 2008

43. Net results of Het Parool bv
(x 1.000.000 €)

44. - ‘Amsterdam
Mediahouse’ with other
local media companies
- ‘We sell Amsterdam’
with the local tv station
- Local search on the
internet, both in Dutch
and English
- News and services from
Het Parool on your
mobile
- Co-operation with
newspapers in
Rotterdam, The Hague
and Utrecht

45. Big future for mobile (we think)

46. AP’s Walter Mears (in 1903...)
‘When the news is of extraordinary
character or very sensational, file at
once a bulletin of 100 words and
await instructions before sending
the details. The news should be
given in the first paragraph.’

48. Thank you!