Download - Mortens Foredrag Morgenseminar 18.06
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Disclaimer
Det dere får høre i dag representerer ikke VGs offisielle syn. Alle uttalelser de neste 45 minutter
er kun personlige observasjoner, teorier og konklusjoner. Min arbeidsgiver må ikke
mistenkes for å dele noen av de synspunktene mistenkes for å dele noen av de synspunktene som blir presentert og er absolutt ikke ansvarlig for eventuell skade som måtte oppstå som følge av dette foredraget. Enhver likhet til VGs faktiske policy og operasjonelle praksis er en tilfeldighet,
eller reinspikka flaks...
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Jeg er sannsynligvis fullstendig ukvalifisert på dagens tema, og for å være helt ærlig; De geniale
forslagene glimrer med sitt fravær.
Disclaimer II
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Jeg er sannsynligvis fullstendig ukvalifisert på dagens tema, og for å
være helt ærlig; De geniale forslagene
Disclaimer II
være helt ærlig; De geniale forslagene glimrer med sitt fravær.
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Leste du VG I går?
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Hva var det jeg Hva var det jeg sa!
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“VG has had great success with online and mobile over the past few years, not the least as a result of an efficient cross promoting strategy. However, print did not benefit from this development. Now, VG,
From the program...
benefit from this development. Now, VG, and many other newspapers, stand before the challenge of teaching the readers that online and print are different products…”
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“VG has had great success with online and mobile over the past few years, not the least as a result of an efficient cross promoting strategy. However, print did not benefit from this development. Now, VG, benefit from this development. Now, VG, and many other newspapers, stand before the challenge of teaching the readers that online and print are different products. Hear how this can be achieved….”
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Historien så langt…Historien så langt…
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Denver post
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Hvor gjorde dinosauren sin store feil??
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• Kutter kostnader• Øker prisen• Mer papir• Bønn
Hva gjør avisene?
• Bønn
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indyweek
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NOK 15 bill NOK 1,2 bill
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Utviklingens naturlov?inntekt
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Uunngåelig?Uunngåelig?
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0
500 000
1 000 000
1 500 000
2 000 000
-2 000 000
-1 500 000
-1 000 000
-500 000
2002 2003 2004 2005 2006 2007 2008 2009
Årlig økning sidevisning nett Årlig endring sidevisning avisYoY increase PI web YoY change PI paper
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Hvordan endte vi opp i dette hølet?
• Internet, bredbånd, trådløs, bærbare, dotcom, synergier!
• Papir og nettorganisasjoner slått sammen til en organisasjon
• Tradisjoner og nye ideer
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Hvordan bremse opplagsfallet?
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"The Web is helping to undermine the business model of newspapers. No matter what topic I'm interested in, can I read deeper and broader about it online than in any newspaper. "
“A Old man like me will continue to read newspapers as long as they are published on paper. But regardless of whether we made the world's best newspaper, the circulation will continue to drop…”
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Men vi har jo bedt om det også...
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-Jeg har lest VG på VG på
nettet jeg !
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ForskjelligRedaktørRedaktør
JournalisterOrganisasjon
Innhold
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-Jeg har lest VG på VG på
nettet jeg !
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Hvorfor ?Hvorfor ?
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Fordi vi har banket det banket det inn i hodene på folk!
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Ditt valg!
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Hvorfor kjøpe VG på papir?
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Vi trenger en god grunngod grunn
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…en grunn
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hvilken som helst grunn, helst grunn, egentlig
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De gamle pennene vil gi deg de gamle svarene…
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Løsningen:Løsningen:
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Papirutgaven her
Nettutgaven her
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Ikke...
• Fortell leserne at papir og nettutgaven er det samme produktet
• La den samme organisasjonen lage begge • La den samme organisasjonen lage begge produktene
• Bygg samme profil for begge produktene
• Posisjoner begge produktene likt
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Ikke nyheter lengre! Det avisa var!-bare bedre…
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Kan avisa reddes?Kan avisa reddes?
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Kanskje…
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Men vi kan i det minste slutte med aktiv dødshjelp…minste slutte med aktiv dødshjelp…
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Gi slipp på de gamle ideene
Prestisjen
Prisene
TradisjoneneTradisjonene
Alt som var så fint
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Kommer snart:
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Nye grunner til kjøp...
Finner ingen?-Finn på noen!Finner ingen?-Finn på noen!
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Nei, løsningen ligger ikke her…
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contentcontent
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Ta en hvilken som helst nettavis…
Ta vekk designTa vekk brandingen
…innpakningen…tilleggstjenestene…tilleggstjenestene…posisjoneringen
Hva får du?
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don’t don’t don’t don’t don’t don’t don’t don’t panicpanicpanicpanic
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• Introduction: The virtues of hindsight – What did I tell you!!– Hindsight turned into useful lessons– Important message: Disclaimer: This is strictly personal. All statements made in
this presentation is my personal observations, opinions and conclusions. My employer can’t be held responsible for any of the views presented or
• A quick overview– Newspapers going in. R.I.P.–listing– VG, the ugly truth
– Expected, average lifetime for a company is 15 years! Newspapers are long overdue…overdue…
– Fossils vs. newspaper-evolution– Don’t panic: The evolution have learned us that extinction isn’t the only outcome
• Dinosaurs turned into a bird• We don’t want this industry to end up as small birds• A dinosaur turned into a lion• Where did the dinosaurs make their biggest mistake??
– How did we get into this mess?• Internet, broadband, Laptops, dotcom, Synergies!• Paper and online operation merged into one.
– Old versus new revenues• Existing numbers? • VGs numbers
• VGs success. Is it a success? What did it cost? Did we have a choice