digital winners 2013: nedregotten pal olsen-ragnhild
DESCRIPTION
Digital Winners 7-8 November: Riding two horses - balancing digital growth and user payment in local media markets, Ragnhild Kristine Olsen and Pål NedregottenTRANSCRIPT
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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
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TRANSITION
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HARD WORK
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| www.amedia.noSideSeptember 12, 2012 | PRESENTASJONSTITTEL !4
Distribution model
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| www.amedia.noSideSeptember 12, 2012 | PRESENTASJONSTITTEL !5
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| www.amedia.noSideSeptember 12, 2012 | PRESENTASJONSTITTEL !6
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| www.amedia.noSideSeptember 12, 2012 | PRESENTASJONSTITTEL !7
Subscription The newspaper finds you
Single copy sale You find the newspaper
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| www.amedia.noSideSeptember 12, 2012 | PRESENTASJONSTITTEL !8
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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| www.amedia.noSideSeptember 12, 2012 | PRESENTASJONSTITTEL !9
Push Pull
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| www.amedia.noSideSeptember 12, 2012 | PRESENTASJONSTITTEL !10
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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| www.amedia.noSideSeptember 12, 2012 | PRESENTASJONSTITTEL !11
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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| www.amedia.noSideSeptember 12, 2012 | PRESENTASJONSTITTEL !12
InventoryA good front page = a valuable front page
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Potential subscribers
Front page
Conversion to
subscribers
Pull: The conversion funnel
100% ?%
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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%
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Subscribers Front page
Value delivered
Pull: The readership funnel
100% ?%
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100%
100%
?%
?%
Pull: The subscription-readership funnel
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EDITORIAL QUALITY
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!Subscription vs advertising !“core readership” vs maximum readership !Difficult on-the-ground editorial decisions
Balancing act – both editorially and business-wise
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“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
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100% ?%
Advertising inventory
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| www.amedia.noSideSeptember 12, 2012 | PRESENTASJONSTITTEL !23
PushWhat is the digital equivalent of the mail box?
How do we find the readers at home?
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SMS
Push alerts
Facebook + Twitter
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| www.amedia.noSideSeptember 12, 2012 | PRESENTASJONSTITTEL !25
Old game – new rules
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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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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
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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)
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1 in 5 logged in users visit the website only once or twice
during the course of the
month
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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
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9 %
24 %
24 %
25 %
12 %
5 %2 %
Sub 2020-2930-3940-4950-5960-6970+
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“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
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TRANSITIONTest, fail, learn, adapt, evolve