64th World Newspaper C

1. Digital compass – Where
are we going, who‘s
leading the way?
Morten Henriksen
General Manager
Publish Lab AS
Norway

2. Make money on the web ?
Labrador is what you need – What you need is Labrador

3. What we achieved
• Reduced IT and production costs
• Significant increased income from ads on
web based on a strong increase of unique
users
• Increased quality of the online newspaper
• Established dagbladet.no as Norway’s
second biggest online newspaper
• Received several Professional Awards
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4. Dagbladet.no – The National News Website of the Year
The jury’s verdict:
”The national news website of the
year made its mark earlier as an
innovative news site, and was an
early leader with solutions which
are common today on most other
news websites. In 2010 the website
appeared in a new guise, with a
more reader-friendly layout with its
neat and orderly presentation of the
main news stories of the moment.”

5. Drivers for change
• High production cost
• Low income from ads on web
• Competition
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6. Actions for change - Process
• Streamline the production process
– Journalists deliver in both channels
– Common article base
– No fixed «channel first» policy
– Reduce number of designers
– Reduce numbers of layouts
– Automated front pages
• A journalist can put it all up
– Increase flexibility in presentation of news
– Optimize the numbers of desk workers
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7. Actions for change - Layout
• Change layout to increase traffic
– Place ads inside the main section
– Remove the right margin
– Video on the front page
– Big pictures
– Rapidly changes in presentation of
content on the front page
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8. Effect measured in clicks on ads
Front News
Sports
+ 11%
+ 14%
Culture
+ 43%
+ 20%
News
+ 33% + 100%
Sports
Culture
+ 140% + 50%
+ 17%
Articles
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9. CMS
Web
page

10. Success Criteria
• Tools customized for the real life work process
– Labrador: simple, user friendly and flexible CMS made for
journalists by journalists
– Integration to paper production solutions (content sharing)
– SaaS based tools
• Design changes based on knowledge about
user behavior
• Change willing organization
(Management, editors and employees aim at common goals)
• Trust our employees rather than control them
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11. Next step
• Continuous improvement
– Develop Labrador
• Designated development and sales organization ->
• Make a new, commercial CMS based on Labrador 1.0
• Requires development of tools together with the editors ->
Labrador ver. 2.0
• Seek international partners and customers for further
development of concepts and services
– Continue to increase the efficiency and income
• Improve the web expression based on knowledge
• Let the professionals determine the content of processes and
tools
• Improve production process
• Ulimited integration
• Multi channel mindset
• Simple is beautiful
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12. In future ”everyone” will have four different screens
More and more of the time we spend on media will
be centred around the mobile devices - tablets and
Use according to situation
smartphones
Hypothesis:
To make money on a digital publishing platform one must exploit the peculiarities it offers
•Labrador is designed to be a multi platform publishing tool
•Labrador makes it easy to tailor content from unlimited, common sources to different platforms
•Labrador makes it possible to optimize a multi platform publishing working process

13. • Develops and offers Labrador CMS SaaS solution to the market
• Labrador is suitable for media companies with ambitions on the
web
• Labrador is the core in an optimized online newspaper production
• Labrador is the core in a multi channel distribution work flow
• Labrador is:
– Simple
– Flexible
– Easy to learn
– lowers production cost
– allows for product improvements
– made by reporters for reporters
• Publish Lab has the knowledge to help our customers to:
– become more visible on the web
– make designs that allows for increased ads revenue
– work with clients to achieve success on the Internet
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14. Thank you for your attention
This is not the END …
It’s a loop without a START…
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