digital winners 2013: nedregotten pal olsen-ragnhild

Betalt innhold på nett Utfordringer, muligheter, løsninger

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Riding two horses balancing digital growth and user payment in the Norwegian local media market

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!Pål Nedregotten VP Development Ragnhild Kr. Olsen Head of analysis

TRANSITION

HARD WORK

| www.amedia.noSideSeptember 12, 2012 | PRESENTASJONSTITTEL !4

Distribution model

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Subscription The newspaper finds you

Single copy sale You find the newspaper

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Subscription Sale already done before the reader picks up the paper

Single copy sale Front page extremely important for the sale

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Push Pull

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PullFront page extremely important for the sale

Quality of online front page extremely important for offering readers value – and retaining them

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Page impressions resulting from first page view, Week 43:

32,857,392 of

40,398,704 !!

attributable to

front page as entry point

19 %

81 %Front page

Other

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InventoryA good front page = a valuable front page

Potential subscribers

Front page

Conversion to

subscribers

Pull: The conversion funnel

100% ?%

VG.no 1,526,280 users per day (desktop), week 43 30.000 subscribers Conversion = 2%

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How many will you be able to convert?

Some simple conversion math

http://www.kampanje.com/medier/article6951288.ece

100% 2%

Subscribers Front page

Value delivered

Pull: The readership funnel

100% ?%

100%

100%

?%

?%

Pull: The subscription-readership funnel

EDITORIAL QUALITY

!Subscription vs advertising !“core readership” vs maximum readership !Difficult on-the-ground editorial decisions

Balancing act – both editorially and business-wise

“Online ad revenue in the third quarter closed in on 1,3b NOK. Sales of online ads netted more than 140 MNOK more than daily newspapers in the third quarter.”

http://www.kampanje.com/reklame/article6962466.ece

100% ?%

Advertising inventory

| www.amedia.noSideSeptember 12, 2012 | PRESENTASJONSTITTEL !23

PushWhat is the digital equivalent of the mail box?

How do we find the readers at home?

SMS

Push alerts

Facebook + Twitter

Email

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Old game – new rules

29.883

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Sb.no: • 70% conversion

from print to digital

• 30% conversion from open to logged in web traffic

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Sb.no: • 70% conversion

from print to digital

• 30% conversion from open to logged in web traffic

• 45% loss of desktop traffic

• 30% loss in mobile traffic

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Si!30

Desktop Source: TNS Gallup

Launch tb+ og dt+

Launch Glåmdalen Total

Launch SB Total Launch

HA Total

-100 %

-75 %

-50 %

-25 %

0 %

25 %

50 %

75 %

100 %

jan feb mar

apr

mai

jun jul aug

sep okt

nov

des jan feb mar

apr

mai

jun jul aug

sep okt

dt.no tb.no h-avis.no glomdalen.no sb.no

Si!31

Mobil Source: TNS Gallup

Launch tb+ og dt+

Launch Glåmdalen Total

Launch SB Total Launch

HA Total

-100 %

0 %

100 %

200 %

300 %

400 %

jan feb mar apr mai jun jul aug sep okt nov des jan feb mar apr mai jun jul aug sep okt

dt.no (mobil) tb.no (mobil)h-avis.no (mobil) glomdalen.nosb.no (mobil)

1 in 5 logged in users visit the website only once or twice

during the course of the

month

0 %

8 %

15 %

23 %

30 %

Under 20 år 20-29 år 30-39 år 40-49 år 50-59 år 60-69 år

NIP AMEDIA MARKEDInnloggede abonnenter

9 %

24 %

24 %

25 %

12 %

5 %2 %

Sub 2020-2930-3940-4950-5960-6970+

“Messaging and marketing really matters. !

Press+, the dominant independent provider of paywall services to US daily papers, has found a great disparity among those who employ best practices compared to those who just put a paywall and expect it to work. The differential: 10-1. !!

While how much unique content a publisher offers and where they set the metered paywall (allowing three to 20 free articles a month) matter, it’s messaging and marketing that can make a huge difference. !Trial offers – usually variations of 99 cents – used innovatively continually refresh new customer lists. Acquainting readers with the new systems – the why and the how – helps significantly. !Messaging that takes into account unique reader habits, gleaned from new troves of data gained with registration, improves the take and retention rates by a good margin.”

http://www.allvoices.com/contributed-news/15845737-paywalls-open-publishers-eyes-to-modern-marketing

TRANSITIONTest, fail, learn, adapt, evolve