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How to save yourlocalnewspaper
       withdigital tools?


                                                          A Norwegian case:
                                                          Origo and A-
                                                          pressen




                                                          Bente Kalsnes
                                                          CommunicationAdvisor,
                                                          Origo

                                                          @benteka
                                                          bente@bengler.no
                                                          http://blogg.origo.no/


            http://www.flickr.com/photos/timo/10689184/
How to save your local newspaper with social tools
Ourphilosophy:


Usethe web in a smart
 way to
 improvetheprintednew
 spaper(majortyofrevenue still in
 print)
Underskog (socialcalendar)
2581 kommentarer
How to make a
”journalisticHawk Sandwich”, aka a
                digital
 environmentwhereyourreaderswant
          to contribute and
  sharewiththelocalcommunity and
            thenewsroom?
We’vebuilt:




Social network (similar to NING.com);
blogging, photosharing, socialcalendar
We’vebuilt:




Social network for theNorwegian
Labour party, My Labour Party
We’vebuilt:




Closedsocialnetworkabouttrafficsafety for younggirls
We’vebuilt:




Digital hearingsite for theNorwegian IT Ministry
aboutinternet-relatedtopics
We’vebuilt:




Cultural calendars for localcounties
• But now,
  let’sfocuson
  NEWSPAPERS

• First, a short
  descriptionofthe
  media market in
  Norway
Norwegiannewspaper facts
• 230 newspapers in Norway

• 1,6 average -
  numberofnewspapersNorwe
  giansread EVERY day

• Financial press support by
  government (310 mill NOK/
  40 mill euro)

• We’reworkingwith A-
  pressen, media
  consortiumowning 50 local
  and regional newspapers
Absurd circulationnumbers:

VG,                   Washington Post:
 Norway’slargestnew
 spaper:
                                710.000
      344.000



                       (2005)
Media trends
• Tabloids

• Localnewspaper, nichepapers

• Regional newspapers

• Onlinenews
Internet access Norway 1996 – 2009
  Percent




            Source: Consumer & Media. http://www.tns-gallup.no/default.aspx?aid=9080712
                                                                                          16
(Halogen.no, feb-10)
Origo fascilitatethe media
    transition from…
MONOLOG
DIALOG
Traditional newspapers   Traditional online news   Readers’ sites
1757 - 1997              1997 - 2007               2005 - 2009
Readers become contributors
… and they talk about what is important for them
Online editorial news vs user created content




       Professional online content             User created content 2006

       ca 100 news websites                    Twitter         10
                                               Underskog 10.0002009
                                                   User createdd content
                                               Origo            -
       A-pressen’s news sites:                     Underskog- 20.000
                                               Facebook
       ca 5.000 articles, images,                  Twitter          105.000
                                               Blink/Nettby
       comments a week                             Origo            155.000
                                                   Facebook 2.200.000

                                                   Origo-users:
                                                   ca 35.000 image, comments,
                                                   events a week



                Redaksjonene creating 7 times more
                Origo users are already
                content than the journalists
                100 nettaviser EspenSystad - A-pressenDigitaleMedier
How to save your local newspaper with social tools
How to save your local newspaper with social tools
Tools for cooperation
   Blogging, image sharing,
   socialcalendar, filesharing, etc

   Group blogging is common
   at Origo

Easy to distributecontent to Twitter
   and Facebook
The uniquethingsabout Origo:

Connected to localcommunities


Distributionchannel (newspapers, Facebook,
  Twitter)

Roleverification

Open and closedgroups
Digital tool for the newspapers

The newspapers are using Origo to gather user created


content (comments, blog posts, images)


   Each newspaper has a geographic area (local zone)


Importes from Origo to the online site



and the newspaper
A-pressen’s goal for 2010:




    Print 30.000
newspaperpagesbasedo
 nusercreatedcontent
How to save your local newspaper with social tools
Bergensavisen
RomerikesBlad
AvisaNordland
Nordlys
Firda
SarpsborgArbeiderblad
Telemarksavisa
StjørdalensBlad
Lofotposten
Rogalands Avis
Siste.no
TidensKrav
Glåmdalen
OpplandArbeiderblad
Østlands-Posten
HelgelandArbeiderblad
RanaBlad
RingerikesBlad
FinnmarkDagblad
HardangerFolkeblad
Fremover
Firdaposten
Smaalenenes Avis
Lofot-Tidende
ArbeidetsRett
Kvinnheringen
Moss Dagblad
Hadeland
Namdalsavisa
AkershusAmtstidende
Opdalingen
Demokraten
HaldenArbeiderblad
Aura Avis
Finnmarken
Bygdeposten
AvisaNordhordland
AustAgderBlad
Rakkestad Avis
Eikerbladet
Glåmdalen
Østlands-Posten
Enebakk Avis
Bergensavisen           Local zones
Malvik-Bladet
Jarlsberg
Øyene
Vestby Avis
Tvedestrandsposten
IndreAkershusBlad
PorsgrunnsDagblad
Ås Avis
How to save your local newspaper with social tools
These people have at least one thing

                         in common.

They care about something and want

              to share it with others.
Firda.no          Papir-Firda

          Firdas Origo-sone

         Fjordaglimt



   Jølster
                                 Nettionen
                                 Nationen Origo sone

Helen registers an event in
a local zone.
                                          Nationen.no

                                               Papir-
                                               Nationen
How to save your local newspaper with social tools
36
How to save your local newspaper with social tools
How to save your local newspaper with social tools
Web to print
Boyracing in Firda




                                      .




            Foto:Aslakr, Flickr, CC
First
article
Follow up:
Articlebasedont
hecomments
The debate
takes off
Jan Herstad, er
previous
mayor
Frontpage
     in
thenewspap
     er
How to save your local newspaper with social tools
The
 debatecont
 inuesonpri
 nt
Lørdagsavisa
Someotherexamples
First comment
1. Started as a blog entry




2. Profiled on the
website


    3. More debate




        4. Good print article

     5. More debate
We askquestion
simple one       We find a hobby metroown
                 meteorologist with his hobby
                 weather station
Local patriots (song
contest)               Enthusiastic comments
How to save your local newspaper with social tools
How to save your local newspaper with social tools
Origo:
Mobile verificationsince 2007
•   Clear rules, journalists should be present in comment section
•   Be strict on personal attacts
•   Encourage good comments
•   Encourage people to add profile picture
Manuallyverifiedr
  oles
Comments via Origo,
Facebook, Twitter, Gmail
• Differentlevelsofregistration:
Facebook, Twitter, Gmail, Origo
• Highestlevelofverification –
  verifynamewithCensus

Distributecontent
via Facebook/Twitter
How to save your local newspaper with social tools
Thanks!




                                               Bente Kalsnes
                                               CommunicationAdvisor,
                                               Origo

                                               @benteka
                                               bente@bengler.no
                                               http://blogg.origo.no/

 http://www.flickr.com/photos/timo/10689184/

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How to save your local newspaper with social tools