european news media conference

EUROPEAN NEWS MEDIA CONFERENCE
23-25 OCTOBER 2013, GRAND HYATT BERLIN
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GENERATING READER REVENUE:
DIGITAL SUBSCRIPTIONS
Brainsnack© Presentations on Digital
EKSTRA - DENMARK’S LARGEST NEWSPAPER SITE
EKSTRABLADET.DK FREEMIUM MODEL
Astrid Jørgensen, Head of Commercial - Digital Subscriptions,
Ekstra Bladet, Copenhagen
INMA'|'European'News'Media'Conference'|'Berlin'|'24'October'2013'
'
Astrid'Jørgensen'|'Head'of'Commercial'–'Digital'Subscrip<ons'
'
Market'Posi<on'&'Overview'
Qualifica<on'&'Launch'
Learnings'
Next'
AGENDA&
INFOMERCIAL&
MARKET&POSITION&
&&OVERVIEW&
Market&posiAon&in&Denmark&
Most'visted'website'
Largest'mobile'website'
Largest'single'copy'newspaper''
Most'read'tabloid'
2nd'largest'on'webStv''
(na<onal'broadcaster'DR'#1)'
'
'
Per&month&
Desktop:'1,4M'users'
Mobile:'2,2M'devices'
DK'popula<on:'5,6M'
Overview&
•  The'funnel'
•  Freemium'model'launched'May'2013'
•  Monthly'access:'DKK'29,S'(EUR'4,S)''
•  Recurring'payments,'no'single'ar<cle'shopping''
'
•  ”Free”'is's<ll'free'
•  New'journalis<c'product'
'
•  Excluded:'eSPaper'and'print'
•  Ads'are'welcome'(no'aggressive'formats)'
•  No'nega<ve'effect'on'ekstrabladet.dk'traffic'so'far'
•  Organisa<on'
1
2
3
QUALIFICATION&
&&LAUNCH&
QualificaAon&phases&
User&analysis&
Behaviour'&'
willingness'to'pay'
Internal&workshops&#1&
&
Content'concepts'
External&workshops&
Concepts'tested'in'
focus'groups''
100 days
Internal&workshops&#2&
'
Embed'knowledge'
Launch&phases&
AprilSMay'
MaySSeptember'
OctoberS'
Test'pilots'
Proof'of'Concept'
Segmenta<on'
Migra<on'of'exis<ng'customers'
Marke<ng'
Technical'test'
What'is'EKSTRA?'
Registra<on'
Hard'launch'
Target'audiences,''
offers,'products…'
LEARNINGS&
What&sells?&
• 
• 
• 
• 
• 
• 
Bikers,'(gang)'crime,'911'
Strong'emo<onal'cases'
Interac<ve'graphics'(Michael'Jackson s'body,'Obama s'aircraj)'
AddSons'and'background'to'current'news'
Sex,'rela<onsships'and'the' Page9 Sgirl'
Consumer'focus'(<ps'&'tricks)'
What&is&read?&
What'sells'well,'is'also'read.''
'
Furthermore:'
•  Inves<ga<ve'and'revealing'journalism'
•  Gossip'
•  Nostalgia'
•  History,'poli<cs,'current'affairs'
View&and&recommendaAons&
70%'have'a'posi<ve'view'on'EKSTRA'
60%'
40%'will'strongly'recommend'
EKSTRA'to'others'
60%'
56%'
50%'
50%'
41%'
40%'
40%'
32%'
30%'
20%'
14%'
'
'
30%'
23%'
'
'
20%'
13%'
10%'
5%'
10%'
8%'
6%'
1%'
0%'
Meget'posi<v'
Posi<v'
Hverken'
posi<v'eller'
nega<v'
Nega<v'
Meget'
nega<v'
0%'
I'meget'høj'
grad'
I'høj'grad'
I'nogen'grad'
I'lav'grad'
70%&are&likely&or&very&likely&to&conAnue&their&subscripAon&
Vil'ikke'
anbefale'
Customers&and&payments&/&week&
Customers'
Ac<ve'
Payments'
Launch&
NEXT&
New&content&
Analysis&X&ongoing&
•  Space'
management'
•  Live'repor<ng'
•  Conversion'
•  Reten<on'
•  Churn'
'
A/B&split&tests&
Offers&
’Just&Today’&
?&
Astrid&Jørgensen&
Head'of'Commercial'S'Digital'Subscrip<ons'
aj@eb.dk'
Twiqer:'@compaindur'
linkedin.com/in/astridjoergensen'