Tag Archives: Online Journalism Scandinavia

Online Journalism Scandinavia: How to kiss 713,000 teenagers and still make a profit

Norway’s largest city is in cyberspace, and its 713 000 ‘citizens’ are generating good revenues for the newspaper that owns it.

Schibsted-owned VG.no is not only Norway’s most read and most profitable news site, it also has a social network making a nice contribution to the news site’s admirable financial results.

A city of teenagers
VG is currently earning a gross margin of more than 50 per cent from this social network, called ‘Nettby‘ (Norwegian for NetCity), Jo Christian Oterhals, head of development, VG Multimedia & chairman of Nettby Community AS, Norway, told the audience at World Association of Newspapers (WAN) conference in Gothenburg last week.

The 713,000-strong city is in fact the biggest city in Norway, bigger than the capital, Oslo.

“Teenage girls are very active here, and we all know that if you get the girls, you also get teenage boys,” said Oterhals, who explained that Nettby’s 713 citizens make up for 61 per cent of all teenagers in Norway.

This demographic is obviously an attractive one for advertisers, but premium membership is also an important source of revenue. “Premium membership is really important for us now, we have more than 50,000 paying customers at any given time,” Oterhals added.

City guards key to success
Nettby is Norway’s second biggest social network after Facebook, but VG.no is not worried about the competition from the trendy website, because the users and purpose of the two social networks are so different:

“Nettby is a place you go to meet new people; on Facebook you keep up with existing friends,” Espen Egil Hansen, managing editor of VG.no, told me on a previous occasion.

Nettby is very much like a party where teenagers hang out, flirt and meet new friends.

“But you can’t just open the door, the best parties are well administered,” said Oterhals.

“That is why Nettby has city guards, volunteers who help moderate and control Nettby,” he explained, adding that these city guards were hand-picked by Nettby’s own people.

“To throw a good party you need good planning, a place, a host, basic rules, a bouncer, an invitation and a few introduction. We try to provide all this,” said Oterhals.

No recipe to make teenagers read news

“Currently there are almost no links between VG and Nettby other than the logo, as it was very important for us when we started Nettby that the kids who came in there did not get the impression that this was their fathers’ website,” said Oterhals.

In other words, Nettby has not been a recipe to get young readers reading newspapers – a topic much discussed during WAN.

Instead, Oterhals told journalism.co.uk, part of the rational for running this social network was to be part of what is happening on the web and to figure out how young readers use the web.

“What is your competitor online is not as easy to figure out online as in print – it could be Google, it could be Facebook – so we stay awake at night thinking about what the next big thing will be, who our new competitors are,” he said

VG.no has also launched the site in Sweden, where it failed due to many Norwegian teenagers hanging out there, and more recently in Spain, where it is an add-on to the online operation of 20 Minutos, Schibsted’s Spanish freesheet.

“Analysts said Nettby’s success will last for six years max, so the challenge for us is to look at how can we repackage and launch it as new products. I think that will be our strategy for the future,” said Oterhals.

WAN 2008: Le Figaro: 20% of revenues from online by 2010

Le Figaro is predicting that 20% of its revenue will be generated by its online operations by 2010.

But the French newspaper has plans to beat this, Pierre Conte, deputy managing director for new media and advertising for Le Figaro Group, told delegates at the World Association of Newspapers (WAN) conference today.

After rising from 2 million unique users to its websites to 8 million in two years, the group’s web traffic now accounts for 1 French internet user out of every four.

Last year its online revenues accounted for 13% of its total income – so how will the publisher build on this?

Gradual integration
Online success will only be achieved if all the group’s editorial teams want to take part, Francis Morel, managing director, said.

As such Le Figaro adopted an ‘invite not assign’ policy, giving journalists the opportunity to do work for the websites if they wished (though initially for no extra pay).

According to Morel merging editorial teams for print and online was seen as essential, despite concerns raised by the unions.

Journalists became increasingly enthusiastic about working for the websites and now both editorial teams are on the same floor under the same editorial head, though Morel insists this has been about building bridges and not enforced integration.

Advertising
The group has sought to recoup floundering revenues from print classifieds by making a concerted push with this advertising online, setting up a team to find advertisers for online-only.

Contextual and behavioural advertising is also being experimented with.

E-commerce and diversification
Building around the flagship portal of Le Figaro, the publisher has launched specialist sport, finance and lifestyle websites, in addition to acquiring several e-commerce sites.

Content has also been syndicated to other websites, though this is not a long-term business model, Conte says.

“This business [selling content to other websites] will continue to be weak and limited. We need to work on ad revenue. We are not reinventing anything by saying that, but we need to integrate our sales house.”

Content
News remains a priority online for all the group’s content-based websites. On the Le Figaro site a commenting function has been added to articles and submissions from users are welcomed.

Le Figaro has also set up its own TV studio to produce video clips for online and mobile.

As a word of warning, Morel stresses that the digital developments in these areas have not been at the expense of the print product.

“It is indispensable to continue to invest and focus on print, because while the internet is a key territory, it will not replace print.

“We need to be extremely cautious and prudent. The internet is a very volatile market. We need to be very flexible at any time to change our course because we do not know what tomorrow holds.”

WAN 2008: Web TV Q&A with Kalle Jungkvist, editor-in-chief Aftonbladet.se

Kalle Jungkvist chaired the digital round table of the World Newspaper Congress looking at growing multimedia audience and revenues. Journalism.co.uk talked to him after the session about the success of his newspapers web TV operation.

In your opening you said that Aftonbladet was a video rich site and that you are a rival to Swedish TV broadcasters, could you explain how?
In a single week we have about one million visitors just to the video service. Even that is bigger than the whole of the audience to the biggest commercial TV site TV4. We are the biggest on web TV.

Swedish public service television focuses on longer programmes for web TV but they don’t have the same reach.

Is yours just news programming?
We work with feeds from AP and Reuters, the same feed really that TV companies have for their news programmes. We use part of that, clip it down and re-edit it and so on.

The other part is that we have a lot of user videos, so when there is a big explosion or a bank is robbed, for example, it takes just two minutes to get videos from the users.

So we do a lot of campaigning for the readers to send those to us and not to the TV stations.

The third part is that we have team of our own, both programming and editing, and also reporters going out on big stories.

And they put packages together?
We don’t make news programmes, we use news clips. From 30 seconds to three minutes. We use small format programmes for the web, five minutes or so, that are based on fashion with our fashion reporter for example and they are starting to get very high numbers.

For the European Football Championships we have also started an 18 minute programme with our football experts.

Just a year ago it was just 30 seconds to a minute clips that were popular, now there is a whole menu that is increasing fast.

What do you put that success down to?
We stared in 1997 and have had a small video web team all the way through. But we really launched web video services in a big way two years ago.

One very important point is that TV company websites just take clips from their ordinary news service… we noticed that, for a video clip that we produce together with written text, when you integrate it into a news story the numbers go up.

We try to have moving pictures with big news stories as fast as possible and we are much faster than the TV guys.

As the clips get longer has that changed when viewers watch them?
In the afternoon people look at shorter clips then in the evening we have a prime time at eight. The same as TV. People are looking at more and watching longer formats here, using us in a different way. They are at home, they are more relaxed and we are really taking people from the traditional broadcast TV to us.

We are not stealing a big audience yet but we haven’t had this peak at eight o’clock before… a lot of young people don’t look at linear TV anymore.

Online Journalism Scandinavia: Metro Sweden’s deal with Schibsted part of its ‘Freesheets 2.0′ strategy

Norwegian media giant Schibsted this morning announced that it’s paying £30m to take a 35 per cent stake in the Swedish edition of Metro International’s free newspaper.

In what is a key freesheet market the former rivals have forged a partnership to collaborate on advertising sales with the new company offering advertisers the chance to reach 4.2 million readers across the Metro and Schibsted paid-for dailies Aftonbladet and Dagbladet.

In February, Metro International CEO, Per Mikael Jensen, discussed his company’s strategic goals with Journalism.co.uk saying that consolidation and online innovation would be key for the development of his newspapers, in what he called the ‘freesheet 2.0 phase.’

“We are entering a freesheet 2.0 phase where we are consolidating our core business and looking at more ways to attract readers,” said Jensen, who succeeded Pelle Törnberg as head of Metro in 2007.

In Sweden, this consolidation will mean Schibsted will stop publication of its free paper Punkt SE with immediate effect so that the new joint venture can focus print advertising around a single free title.

The deal has similarities with the one Metro struck at the end of 2007, when it sold 60 per cent of its Czech operation to its competitor Mafra.

The freesheet giant is currently undergoing a strategic review, and when Journalism.co.uk spoke to him, Jensen said we could expect more deals of this nature.

Today, Jensen refused to rule out further consolidations when questioned by Danish media and said he expected dramatic changes in the Danish newspaper market in the coming months (but refused to go into details).

“We do not just sit there and wait for the strategic review to be completed, but implement strategy from day to day. Strategy is something we evaluate each month. Those who believe the strategic review we now are in the middle of will become some sort of bible, will be disappointed,” said Jensen in the interview with Journalism.co.uk.

In addition, Metro is looking to attract more readers online. It’s launching new versions of its websites in all its markets – it recently launched online for the first time in France – and will consolidate some of its editorial activities by creating an internal news agency in London which will serve all its editions.

Jensen is behind Metro’s new developments and alliances but he remains as pessimistic as ever about the future of paid-for printed newspapers.

“I would be very surprised if more than 25 per cent of today’s paid-for newspapers exist in ten years. Of the newspapers that will survive, many of them will be published online only, or make its paper edition free,” Jensen said.

The two newspaper giants may have forged a partnership in Sweden but they remain embroiled in a head-to-head competition over their market leading freesheets in France and Spain.

However, Metro International still has a lot of work to do to convince investors that its business model – the company is still loss-making even though it narrowed its first quarter net loss to £5.1 m – has a profitable future.

Online Journalism Scandinavia: “Computer programming is journalism”

Image of Kristine LoweOnline Journalism Scandinavia this week looks at innovate use of Google mash-ups and online databases by the Norwegian press.

image of snails website

“Computer programming is also journalism,” Espen Andersen, the man charged with bringing the current affairs flagship of Norway’s public broadcaster (NRK) kicking and screaming into the internet age, told Journalism.co.uk.

He should know. Andersen is one of Scandinavia leading practitioners in mashing-up news and creating new and compelling methods for ‘doing journalism’.

Aside from being an able producer of interactive maps, he’s also an advocate for making programming an essential and commonplace skill in the newsroom.

Andersen started running online databases and mash-ups for a local newspaper in Norway creating – amongst others – interactive stories about snails reeking havoc across the regions gardens.

The principles may be the same but the subject matter has changed somewhat now he’s at NRK, where his most recent creation was a database mapping Norwegian politicians; how they vote, which boards they sit on and with whom.

“The idea is to make information about these networks more easily available,” Espen Andersen told Journalism.co.uk.

He has been brought in to help Brennpunkt, the Norwegian equivalent of Panorama, use online tools more effectively in both gathering and presenting information.

His Politikerdatabasen creation currently contains information on all members of parliament in Norway and will expand to include information on the country’s 11,000 local politicians in May.

“This project is just as much a journalistic project as making a TV-programme or a documentary. It’s all about presenting information that is valuable to the audience,” said Andersen.

The aim of the project, he added, is to turn the database into a broader ‘power database’ by mapping political and corporate networks across Norway.

This mapping project followed the creation for another recent Brennpunkt documentary of a network map of the country’s oil industry.

“I think it is absolutely key to bring programmers into the newsrooms so they can get involved in journalistic projects at an early stage.

“Programmers can create solutions to process large quantities of information, e.g. from public sources, and present it in an engaging and orderly manner,” Andersen said.

Before joining Brennpunkt, Andersen created several high-profile online databases and mash-ups for local newspaper Budstikka.

“I learned quite a bit about what kind of stories engage people when I worked at Budstikka: it is often issues that are very close to them. For instance, we made an online map where people could fill in their parking fines,” he said.

“Using databases we were able to summarise the fines to find which parking lots people were most annoyed with. It was a great success.”

Other projects that were big hits with the local community was an interactive map detailing which parts of the region were most troubled by snails killing off plants – a huge problem for passionate garden owners in the area (see main image), and an event map on Google maps. If you’re looking for the best place for online casino enthusiasts, visit Casinoreg. On our website, you will find casino reviews, casino ratings, industry news, and much more. Visit our site at https://casinoreg.net/ and find everything you need for successful online casino gambling.

The latter showed all events taking place in the area the newspaper served, and even garnered international attention.

image of Espen Andersen

“It’s typical of working for a local newspaper that you think you are working on a really big story on political budgets and trends, and you find people do not click on the story at all,” Andersen (above) said. And here you can find all the information about the most popular collection of friv games.

Information for the databases and maps, he added, are usually taken from publicly available listings, databases and other sources such as the tax lists, Company’s House, polling companies.

“However, it is a problem, especially for local newspapers, that public institutions often charge big fees for this information which has been gathered on behalf of the public, using the taxpayers money,” he said.

These few problems aside, he’s hopeful that in a few years programmers in the newsrooms will be as natural as having picture editors.

Online Journalism Scandinavia: Personality pays in the pay-per-click economy of blogging

Image of Kristine LoweKristine Lowe’s (left) Online Journalism Scandinavia this week looks at the demand for celebrity bloggers in Sweden.

Swedish lifestyle sites are using celebrity bloggers to drive traffic and to help lure attractive advertisers to their sites.

Swedish blogger Katrin Schulman (below) recently made it known she was keen to move her delicately named blog, Fuck you right back, away from lifestyle site Stureplan.se, in search of a pay per click deal.

Schulman is big news in the Swedish blogosphere. She is married to one of the nation’s most successful bloggers (neither known for mincing their words, hence the name of her blog), her husband is also part of a family that is old, aristocratic and influential in its own right.

image of Katrin Schulman

She told the Swedish media: “I only work on commission. Four pence per unique visitor per month,” and promised to deliver nothing short of 120,000 visitors to any potential site wanting to host her blog.

It’s a far cry from the digital era sweatshop described by The New York Times.

She was eventually hired by Sthlmsfinest.com, a website and online community focused on celebrities and a direct competitor of Stureplan, which is a general lifestyle magazine and site born out of Stockholm’s club scene.

“We have seen a 15,000 increase in visitors just in the couple of days Katrin has been blogging here. She has a lot of readers,” Alexander Erwik, editor-in-chief of Sthlmsfinest, told Journalism.co.uk.

All the bloggers the site hired by Sthlmsfinest.com to write high-profile blogs about music, fashion and trends have to bring in their own audiences, Erwik added.

He also said that he hoped that in just two weeks hiring Schulman would have brought a substantially traffic increase from 70,000 users to around 100,00 readers to the site.

Online Journalism Scandinavia: VG online awarded investigative prize for biggest ever multimedia project

Image of Kristine LoweKristine Lowe’s (left) Online Journalism Scandinavia this week looks at a groundbreaking multimedia project run by VG newspaper that led to awards recognition.

image of vg newspaper’s online project into domestic murders

Journalists from Norway’s VG online were last week awarded an investigative prize for developing the newspaper’s biggest ever multimedia project.

VG journalists Anne Stine Saether and Anders Sooth Knutsen were presented with the Skup-diploma for investigative journalism for their online project on domestic killings.

“In contrast to other countries, we did not know how many women were killed by their husbands, partners and boyfriends in Norway,” said the jury who awarded the prize.

“VG’s project required extensive research, meticulous accuracy and careful ethical considerations. Wounds had to be ripped open, next of kin contacted and identification approved for 72 murders committed over a period of seven years.”

image of vg newspaper

On 12 November 2007, the print edition of VG dedicated its front page (above) to portraits of women killed by their men.

The story was planned and executed across all platforms simultaneously, the paper’s front page splash was accompanied by a dedicated website with articles, blogs, chats and a series of video interviews with some of the murderers, next of kin, psychologists and academics on VGTV.

“The idea for the project came as a result of my own anger and feeling of impotence half a year ago. Yet another woman had been murdered and the story was buried far back in the newspaper, I thought, dammit, this happens all the time, which lead to the idea to spray the front page with the faces of women who’d suffered such a fate,” said Kjersti Sortland, the managing editor of the award-winning journalists.

She explained that it was a very simple journalistic idea, but it required massive research. VG started with anonymous homicide statistics and large blank Excel sheets, and used all the archives and registers they could access to produce the multi-media project.

It eventually took half-a-year to complete to project. But it was worth it, VG’s coverage of the issue was groundbreaking and eventually led to a change in how murders are reported in Norway.

The government has pledged to map domestic murders, and from 2007 on, Norwegian police began registering the relationship between the murderer and the victim when reporting crimes of this nature.

Online Journalism Scandinavia: lessons in UGC, follow the crowd

Image of Kristine LoweKristine Lowe’s (left) Online Journalism Scandinavia this week looks at the (weird and wonderful) challenges of soliciting readers’ contributions.

Local newspaper readers more keen to submit photos of their own kids than of world champions, that’s what one online newspaper in Norway found out last month.

Mecom-owned Drammens Tidende (DT) invited its readers to help them cover this year’s World Cup Ski Sprint in Drammen, but found their readers were more interested in the Children’s Ski Cup that took place a day prior to the international event.

image of reader submitted photo from ski race

(Reader-submitted picture (above) and the pro snap (below) – both courtesy of DT)

image of world cup ski racing

“In retrospective, we might have done better to put more of our resources into soliciting pictures from the Children’s Cup,” said Geir Arne Bore, editor-in-chief of DT, a Norwegian regional newspapers headquartered in Drammen.

“The traffic to our news site doubled on the day of the World Cup, and the shots submitted by readers garnered quite some interest, but people were particularly interested in viewing and submitting pictures from the Children’s Cup.

“Our experiences confirm the general impression which is taking root in Norwegian media: user generated content does not come unsolicited, and if it does come it is on issues people are very passionate about, or as a result of substantial marketing.

“I guess you could say this in line with the trend described in ‘The state of the news media 2008’,” Bore added.

DT is one of the early testers of ‘The Readers Newspaper’, an online portal where readers can upload text, pictures and video. It’s developed by Edda Media, Mecom’s Norwegian arm, and is still in Beta.

So far, DT’s readers have mostly uploaded text and pictures about entertainment events, while Budstikka.no, another early tester, has attracted more content about local sports events.

The portal is expected to be rolled out to all of Edda Media’s regional and local papers over the coming months.

Online Journalism Scandinavia: Print and online integration ‘not the key to success’

Image of Kristine Lowe Kristine Lowe is a freelance journalist who writes on the media industry for number of US, UK and Norwegian publications. Today Online Journalism Scandinavia asks why not integrating print and online may be the way forward.

Integration is not the recipe to become a nation’s newspaper of choice, says the editor-in-chief of Norway’s leading news site.

“It is very demanding to take the poll position both in print and online as VG has done in Norway. It demands a very strong focus on both platforms,” Torry Pedersen, the editor-in-chief of Schibsted-owned VG online, Norway’s most profitable and most read news site, told journalism.co.uk.

“Print and online are different disciplines and will only become more different. Until now, we have been so fortunate as to be able to develop on our own and build our own culture,” added Pedersen.

VG.no is organised in a different company than its printed sister publication, VG (short for Verdens Gang).

This separation has transfered into dramatic success because each company has a core business with specific aims, rather than often counter productive aims of a newspaper company producing online and print under one system.

In 2006, VG.no had a profit margin of 42.1 per cent compared to the 12.6 per cent of VG’s print edition. In week 11 2008, the news site had 3m users (according to TNS Gallup).

“Our success is to a large extent built on the fact that VG online has had its own floor and been separate from the rest of the newspaper. This is changing now that VG online has become so big we need more space, but I’m adamant that VG online will be a separate news operation,” Pedersen said.

Pedersen, who has staff keeping a constant eye on worldwide online innovation, told Journalism.co.uk that he had yet to see an example of online and print integration being fully successful.