Digital Winners 7-8 November: Riding two horses - balancing digital growth and user payment in local media markets, Ragnhild Kristine Olsen and Pål Nedregotten

1. Betalt innhold på nett
Utfordringer, muligheter, løsninger
Riding two horses
balancing digital growth and user payment in the Norwegian local media
market
!
!
!
!
Pål Nedregotten VP Development
Ragnhild Kr. Olsen Head of analysis
!1

2. TRANSITION

3. HARD
WORK

4. Distribution model
September 12, 2012
| PRESENTASJONSTITTEL
Side !4
| www.amedia.no

5. September 12, 2012
| PRESENTASJONSTITTEL
Side !5
| www.amedia.no

6. September 12, 2012
| PRESENTASJONSTITTEL
Side !6
| www.amedia.no

7. Subscription
The newspaper finds you
September 12, 2012
Single copy sale
You find the newspaper
| PRESENTASJONSTITTEL
Side !7
| www.amedia.no

8. Subscription
Single copy sale
Sale already done before the reader picks up the paper
Front page extremely important for the sale
September 12, 2012
| PRESENTASJONSTITTEL
Side !8
| www.amedia.no

9. Push
September 12, 2012
| PRESENTASJONSTITTEL
Pull
Side !9
| www.amedia.no

10. Pull
Front page extremely important for the sale
Quality of online front page extremely important for offering readers value – and retaining them
September 12, 2012
| PRESENTASJONSTITTEL
Side !10 | www.amedia.no

11. Page impressions resulting from first page view, Week 43:
32,857,392
of
40,398,704
!
!
attributable to
front page
Other
19 %
81 %
Front
page
as entry point
September 12, 2012
| PRESENTASJONSTITTEL
Side !11 | www.amedia.no

12. Inventory
A good front page = a valuable front page
September 12, 2012
| PRESENTASJONSTITTEL
Side !12 | www.amedia.no

14. Pull: The conversion funnel
Potential
subscribers
100%
Front
page
Conversion
to
subscribers
?%

15. Some simple conversion math
VG.no 1,526,280 users per day (desktop), week 43
30.000 subscribers
Conversion = 2%
!
100%
!
2%
!
!
How many will you be able to convert?
http://www.kampanje.com/medier/article6951288.ece

17. Pull: The readership funnel
Subscribers
100%
Front
page
Value
delivered
?%

18. Pull: The subscription-readership funnel
?%
100%
?%
100%

19. EDITORIAL
QUALITY

20. Balancing act – both editorially and business-wise
!
Subscription vs
advertising
!
“core readership” vs
maximum readership
!
Difficult on-the-ground
editorial decisions

21. “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

22. Advertising inventory
100%
?%

23. Push
What is the digital equivalent of the mail box?
How do we find the readers at home?
September 12, 2012
| PRESENTASJONSTITTEL
Side !23 | www.amedia.no

24. Em
ail
Pu
sh
ale
rts
SM
S
Fac
ebo
ok
+
Tw
itte
r

25. Old game – new rules
September 12, 2012
| PRESENTASJONSTITTEL
Side !25 | www.amedia.no

27. 29.883

28. !
!
Sb.no:
•
•
70% conversion
from print to
digital
30% conversion
from open to
logged in web
traffic
!
!

29. !
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

30. Desktop
Source: TNS Gallup
Launch
Glåmdalen
Total
Launch tb+
og dt+
100 %
Launch
SB Total
75 %
Launch
HA Total
50 %
25 %
0 %
-25 %
-50 %
dt.no
S!30
tb.no
h-avis.no
glomdalen.no
sb.no
okt
sep
aug
jul
jun
mai
apr
mar
feb
jan
des
nov
okt
sep
aug
jul
jun
mai
apr
mar
feb
-100 %
jan
-75 %

31. Mobil
Source: TNS Gallup
400 %
300 %
Launch tb+
og dt+
Launch
Glåmdalen
Total
Launch
SB Total
Launch
HA Total
200 %
100 %
0 %
-100 %
S!31
dt.no (mobil)
tb.no (mobil)
jan feb mar apr mai jun jul h-avis.no (mobil) nov des glomdalen.nomar apr mai jun jul aug sep okt
aug sep okt
jan feb
sb.no (mobil)

32. 1 in 5 logged in
users visit the
website only
once or twice
during the
course of the
month

33. 30 %
23 %
NIP AMEDIA MARKED
Innloggede abonnenter
15 %
8 %
0 %
Under 20 år
20-29 år
30-39 år
40-49 år
50-59 år
60-69 år

34. 9 %
2 % 5 %
12 %
24 %
25 %
24 %
Sub 20
20-29
30-39
40-49
50-59
60-69
70+

35. “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

36. TRANSITION
Test, fail, learn, adapt, evolve