Aftenposten Junior

Aftenposten Junior
Entry information
2
•  Name of the program: Aftenposten Junior
•  Category of the entry:
– Young Reader Newspaper of the Year
– Brand
– Editorial
– Learning with news
•  Sponsoring newspaper: Aftenposten
•  Complete address of the newspaper:
– Aftenposten, P.O. box 1, 0051 Oslo
•  Project director:
– Andreas Finborud, Product Director,
andreas.finborud@aftenposten.no, tele: +47 90743839
•  A one-sentence description of the project:
– A weekly newspaper for children.
•  Target of project:
– Ages 6 to 12 (primary school)
•  Circulation:
– Approx 20.000
Summary
•  Aftenposten has been serving grown ups with news as the Norway's
leading significant newspaper since May 1860. We have
complemented our editorial product line with a range of digital and
magazines for a grown up audience.
•  Aftenposten scores extremely well in brand surveys, but at the same
time we see significant decline in young readership.
•  To reclaim readerships amongst young readers, as well as continue
the work of brand building by extending the product line , Aftenposten
introduced Aftenposten Junior in May 2012 - a weekly newspaper for
kids in elementary school.
•  After a year the innovation is a great success. The number of paid
issues has passed 20.000 and the project is already profitable and is
expected to be the second most profitable product in Aftenposten
product line in 2013. Aftenposten Junior is expected to be ranked
amongst top 20 newspapers (payed issues) in Norway in 2013.
3
The making of Aftenposten Junior
Four good reasons to make a newspaper
for kids.
1) We want to recruit young readers and establish Aftenpostenhabits.
2) There are no newspapers for kids in Norway. We will capture
this position before somebody else does. Who better to do so
than the largest and leading significant newspaper in Norway?
3) We will reach a large audience, through our readers, our
subscription base and and through schools.
A new concept
•  We want to help Nora
(10) understand the
world she lives in.
•  We want to be teacher
Line’s (38) best friend,
and offer her a
newspaper that she can
use in class.
•  We want to help
Marianne (42) to select
the most important
things that her children
should know about the
world.
No Nora (10) No More than hundred kids has contributed
with input
Children (between 8 and 14 years)
has given their opinion on:
•  Content
•  Design
•  Name
( SKRIBLERIENE)
This is what the children wants:
The real thing:
•  A ”real” newspaper with news
•  A newspaper, not a magazine
•  Not to childish
•  Good quality paper
•  Large and good pictures
•  Much colour
•  Less text
•  Larger fonts
”A children’s newspaper must look like a real newspaper.
Tiril (10).
- Pleeeease, write about this…!
• 
• 
• 
• 
Why is Gadafi so evil?
What is the worlds funniest joke?
Can war ever come to Norway?
What happens when the terrorist (Anders
Behring Breivik) is sent to prison?
•  Who decides what the king must do?
•  Children in other countries. In other parts
for the world.
•  School life in Norway
•  Sports
•  Film, music, books. reviews.
•  Cool knowledge: University, Vikings,
nature
•  Quiz, Sudoku, series etc.
•  Animals
” Everybody should read newspapers, because the world
Ask (10)
needs smart people.
The parents wants this…
” Children catches the headlines no
matter what, but they don’t get the
whole picture and the explanations.
Camilla, mother of two (7 and 10)
” A newspaper for children will ease the
job for grown ups. I find it complicated
to explain news matters for them.
Cathrine, mother of three (12 year old
and twins 10)
Teachers thoughts of a newspaper for kids.
”Aftenposten for grown ups is useless in school work.
Primary school teacher
”The school books is not frequently updated. We need supplements to
this in the education. The children has way to much screen time and
we require a counterweight. A newspaper is a foundation for a
conversations. We can flick through the pages and compare and
discuss the issues.
Line, teacher for 11 year old kids
Tiril, Nora and Kaja. Future subscribers…
… if they start reading before they
are 11 years old.
•  International studies indicates that children who start
reading newspapers before the age of 11, are more
likely to become lojal newspaper readers.
•  From the age of eight, children are ready for new
media habits.
”Nora: - I thing a newspaper for children is a very good
idea. Dad flick’s through the newspaper at breakfast
anyway. He encourages me to read as well, but it is
nothing for me to read in his paper.
Tiril: - Yes, because if we get a newspaper for children
we can say – ”No. This is my newspaper. You can
not have it!”. That would be cool.
Kaja: - Supercool, actually.
The product and brand strategy
How can Aftenposten Junior strengthen
the brand Aftenposten?
1. Which values does Aftenposten
give the brand extension?
Trustworthiness, essential, quality
and thoroughness.
3. What does the brand extention
bring in to the category:
Aftenposten
Junior
Aftenposten
Trustworthiness and quality. Brings
the Aftenposten values to a new
market segment.
2. Which values does Aftenposten Jr.
supply back to Aftenposten?
There are no
newspapers for
children in Norway.
Thus Aftenposten
Junior is a new
category in children’s
media.
Editorial content
Editorial content
• Domestic news
•  International news
•  Reports
•  Sports
•  Culture
•  Junior Si; D (debate pages)
•  Vox pop
•  Portraits of children in other parts of
the world
•  Science
•  “Emotions and such”
•  Animals
•  Food
•  6 columnist
•  Cartoons og quiz
Advertisement
•  No ADS
– We wanted to give the children a commercial free zone.
– We expected this to boost the word of mouth
recommendation amongst parents and enthusiasm for the
newspaper – it did.
– It made product development much easier – we could
concentrate on the readers in our product development.
– The business model did not need a second source of income
to be successful.
16
Digital strategy
•  The digital strategy is to not be digital…. at least not in the
beginning
– Time spent in front of screens is already quite immense
among children in the target group. Many parents wants the
children to learn to read off line in a techno free environment.
– In order to establish reader habits we want the children to
pick up their physical newspaper in the mailbox every
Tuesday.
– The complexity and risk of the project was reduced
dramatically making a physical newspaper first, then
extending the brand to new platforms and products.
17
Sales and marketing strategy
Market segments – children will not order the product. The decision to
buy is done by grown ups.
•  Primary target group is parents with children in the right age
•  Secondary target group is grand parents with ambitions on behalf of their grand
children.
•  Extra target group is schools.
Marketing Channels
•  Efficient use of our own media (newspapers, magazines, online sites)
•  Bought media to achieve strengthened impact on targeted segments (Radio, TV,
online sites).
•  DM and eDM to reach target consumers on to one.
•  Viral Media (Facebook and Google) to strengthen the WOM-communication
•  Events such as children fairs, sport cup’s, 17. May (Norway’s independence day) etc.
for sampling and prizes.
Marketing
Communication strategy
•  We chose playful communication in order to enchant the decision makers (parents
and grand parents) combined with the same quality and trustworthiness that one
would expect from Norway’s leading significant newspaper.
•  The product: Goal – quality journalism and no ads
–  Real news and real stories, lively colour’s, The Jr. mascot, “Hæ? Hva er dette
a’ ” (translates “What’s up”) with explanation of difficult words, small hidden
monsters, well known columnists, Quiz, cartoons and excellent design.
•  Print: Goal – Subscription orders through ads and DM
–  The Jr. mascot (in many versions), “Hæ? Hva er dette a’ ”, presenting price
and order channels.
•  TV: Goal – Subscription orders
–  Playful animation of the Jr. mascot combined with short information about the
newspaper. URL for easy ordering.
•  Radio: Goal – Subscription orders
–  Dramaturgy – a charming bright kid with a not so bright dad who wonders
about a lot of things that the kid knows the answer to, due to reading
newspapers. SMS for easy ordering.
•  Events and schools
–  Sampling, prizes and trial set for classes.
20
Launch campaign
April Marke&ng channels Print ‐ A?enposten Print ‐ A?en Print ‐ A?enposten magazines: Mamma, A?enposten Innsikt and A?enposten K Print ‐ Insert in newspapers in major ciMes: Bergen, Trondheim, Stavanger and KrisMansand Targeted sample distribuMon to households with children Digital – a?enposten.no Digital – A?enposten mobil Digital – Schibsted adverMsing pool Digital ‐ Facebook Digital – Google adwords Digital – Bladkongen.no Radio – NaMonal campaign Customers service – incoming calls Customer service – “tail message” on e‐mails CRM – eDM to all customers CRM – eDM, summer offer to customers CRM – integrated communicaMon in other communicaMon Sales – integraMon in telemarkeMng Sales – integraMon in stands sales
Events – Miniøya, market days etc. 21
14 15 16 May 17 18 19 20 June 21 22 23 24 25 26 Follow up campaign
September Marke&ng channels DM in Fedrelandsvennen DM in Stavanger A?enblad DM in BT DM in Adressa Adverts in newspapers (bought) Adverts in A?enposten Adverts in Mamma Adverts in Innsikt Adverts in A?enposten K Radio commercials ‐ Radio Norge (SBS) Radio commercials ‐ Radio Metro TV‐campaign TVN TV‐campaign TV 2 Schibsted’s advert pool (incl. AP.no) School campaign – “avis i skolen” UNICEF – naMonal wriMng and drawing contest Joint campaigns: Christmas present campaign in stores Christmas campaign (Print, radio, TV) 22
36 37 38 Oktober 39 40 41 42 43 November 44 45 46 47 48 Print (M55 followed up by a M53)
23
Print – different adds
24
Puffannonser
25
Ads in Donald Duck
26
TV commercial
Radio commercials
Diktatur
Kø
Skagerak
Været
Krona
Bosman
Ordering pr channel
Stand sales
4%
Div
3%
Customer service
12 %
Aftenpostenjunior.no
(Multiple channels)
60 %
29
Agent (russ)
2%
Direct Mail
1%
Telemarketing
4%
SMS (Radio)
14 %
Aftenposten Junior – paied issues per week
30
Single copy sales
•  Wide distributions to try out
all distribution possibilities.
•  Introductions campaign
with “shock sellers”.
•  Use the Aftenposten
strength and expose our
brands together.
•  Campaigns in some chains
•  Placement, placement,
placement.
Junior facts:
•  Weekly newspaper for kids from 6 to 12 years (elementary school).
•  Junior has only editorial content – no adds.
•  24 pages.
•  Operating profit after 6 months operation.
•  More than 20.000 payed issues after one year.
•  Fantastic brand recognition, both amongst children and the main
target group for buying decisions – their parents.
•  Aftenposten Junior is a grate brand building tool, enabling
Aftenposten to be more playful, but still persevering the qualities that
readers expect from us.