The INMA Scandinavian Media Study Tour will be lead by INMA's Executive Director Earl J. Wilkinson. Few people have a better overview of the Noridc media scene than Earl – leader, moderator, and dare we say it: media guru. Earl Wilkinson has travelled the globe and visited more news media companies than anyone in our industry. Sign up for the INMA Scandinavian Media Study Tour and peek inside the doors that will be exclusively opened for INMA members and benefit from Earls insights and wisdom in the intimate atmosphere of a study tour.
Introduction and planning for the day ahead during breakfast.
An in-depth tour of the newsrooms of these 2 Schibsted-owned newspapers in Sweden. With deep dive presentations into the transformation of Aftonbladet and Svenska Dagbladet.
Hear the fascinating story of Bonnier News from
As well as deep dive presentations about Expressen's online TV and video developments and Dagens Nyheter success with digital subscriptions.
Digital news site KIT was founded early 2015 and has already made a splash on the Swedish media scene. The approach of linking to its material on social networks such as Facebook and Twitter rather than relying on a strong and updated home page has made the site a hit on these platforms.
Founded by Peder Bonnier, the site's home page doesn't feature any KIT stories. Instead, it links to its Facebook and Twitter feeds as well as a newsletter sign-up. Through their data platform, KIT Story Engine, the media company gets unique data insights which constantly helps them to tell the right stories in the the right way. These data insights also enables them to help advertisers to tell their stories in the most effective way. KIT was founded in May 2015 and has rapidly become one of the most innovative and renowned publishers in Sweden.
Introduction of the day ahead and the companies to visit during breakfast at the Scandic St Olavs Plass Hotel.
Amedia AS is the largest local media group in Norway, comprising 62 local newspapers, with a daily readership of more than 60 percent in their respective core markets.
Amedia is currently experiencing the strongest customer growth of all Norwegian newspapers, particularly related to digital paid-for content in the local market.
Verdens Gang, generally known under the abbreviation VG, is a Norwegian tabloid newspaper. VG is a Schibsted-owned newspaper in Norway whose website garners 2.4 million viewers per day. VG+ is their subscription-based offering, which has been dubbed Norway’s second largest “paper.” VG+’s success has been attributed to its discipline of data insights. They measure the best positioning of the paid material on the homepage and other usership trends to grow the subscription base.
Aftenposten is Norway's largest printed newspaper by circulation. It is based in Oslo. It had a circulation of 211,769 in 2015. Aftenposten was founded by Christian Schibsted on 14 May 1860. Indeed, this is where the story of the Schibsted Media Group began.
Schibsted is one of the most innovative media companies in the world, with 6,900 employees in 30 countries, reaching more than 200 million people per day. The Schibsted data team is scattered throughout Europe but at the Schibsted HQ in Oslo is a significant number of people working on data engineering, natural language processing (with media applications), image recognition and analytics. Adam Kinney, formerly at Google and Twitter, heads the Data and Analytics Team at Schibsted and will give the INMA Study Tour a deep dive into the organisation and strategy of the his team. Learn what metrics to build a large, loyal, audience rather than pageviews and likes.
Adam Kinney, Vice President of Data and Analytics at Schibsted Media Group
Startup company Strossle helps publishers and brands to increase page views, attract new visitors and generate more revenue. At the core is a proprietary platform using algorithms and massive data collection to ensure that the right visitors are exposed to the right content and the right ads in the right context (aka Content Discovery).
While the global news brands grab the headlines, local media rules are being re-written as digital consumes readers and advertisers. In this one-day seminar, burrow into case studies of European local media companies succeeding in business model reinvention. With a focus on 'digital subscriptions' for local media. Three keynote speakers, lots of Brainsnack presentations and half a day of unconference ideation.
Amedia’s 62 Local Newspapers Thriving with Paid-For Content Amedia is the largest local media group in Norway, comprising 62 local newspapers, with a daily readership of more than 60 percent in their respective core markets. Amedia is currently experiencing the strongest customer growth of all Norwegian newspapers, particularly related to digital paid-for content in the local market.
How a Heritage Local Newspaper Brand Can Be Successful in the Digital Age Budstikka, prior to 2004 known as Asker og Bærum Budstikke, is a daily local newspaper published out of Billingstad in Asker, Norway. It covers the municipalities of Asker and Bærum, and is the only newspaper issued in the area. The newspaper was founded in 1898. It launched its internet edition in 2000, changed to tabloid format in 2002, and changed the name to Budstikka in 2004. It has a circulation of 28,258, of whom 27,791 are subscribers. It is published by the company Asker og Bærums Budstikke ASA, which is owned 31.5% by Edda Media.
7-minute Brainsnack presentations:
Choose Cumbria: building a brand identity To build a brand identity which promotes South Cumbria to the rest of the UK and beyond as the place of ‘choice’ to live, work, play and do business. Linking up with more than 20 local businesses and organisations including tier one commercial partners BAE Systems, GSK, Siemens, NHS, Kimberly-Clark, University of Cumbria and Furness College. A one-stop shop brand on web, print, social media, events, and virtual careers fair, all focused on career opportunities, and then lifestyle options which allow prospective candidate to make the move, such as housing, schools, leisure and culture - everything you need to know to help you make a career/life decision.
CN Media group LinkedIn
Repositioning the local media house as a one-stop shop for local SME marketing needsSME's, with limited resources, express the need for partners who can help them reach targeted local audiences. Local news organisations not only have established sales channels and long-term relationships with local SMEs, but also in-depth know-how of local market, client needs and preferences. Thus, uniquely positioned to become the single trusted and top-of-mind local partner that can serve SMEs as the guide to a complex and fragmented digital media environment.
Head of Digital Sales, Östgöta Media, Sweden LinkedIn
Startup Poool.fr: What if paywalls were getting smarter?A dynamic paywall integrated into publishers' websites whose fundamentals are analysis, involvement and monetization.
Co-founder, Poool.fr, France LinkedIn
Startup Boende.se: A new type of real estate site
Startup Boende.se takes a whole new and innovative approach to real estate classified advertising. Boende.se is a new real estate site which has created a digital home profile for almost all privately owned homes in Sweden. They have gathered various data points on each home, including a price estimate. Homeowners can go in, claim their home profile and follow their home valuation and stats on their own homeowner dashboard.
61% of all homeowners can consider selling for the right price this is why we also allow our users to put a bid on any home, even when it is not officially for sale. Homeowners can also put their own price tag on their home. This is a price that they could consider moving for if they received an offer.
Be welcomed to the 'opening reception' of the European News Media Conference 2017 in true 'Viking style' with Norwegian delicatessen; yes that includes salmon as well as Aquavit :-).
Unlike other media conferences, we focus 100% on the business side of the news media industry: on growing revenue, audience and brand. Because only a profitable press is a true free press. We believe the future of news media is a positive one, and our programme tries to reflect that. We aim to send participants back home with a ton of new insights and tangible ideas they can use back at the office. That why we’ve scheduled lots of short, to-the-point ‘case study’-presentations (we call them Brainsnacks) alongside our keynote speakers. After all, the overall theme of this conference is: Best practices to grow audience, revenue and brand…
In this opening session of the 2017 European News Media Conference we take a trip around the world; with 4 keynote presentations from market leaders in Australia, Colombia, UK and Scandinavia.
CEO Fairfax, Australia LinkedIn
There is a general agreement in the news industry that online journalism will not be viable with (digital) advertising alone. Thus, news media across Europe are shifting up a gear when it comes to digital subscriptions and paid-content. Yet there is no one-business-model-that-fits-them-all: Freemium, metered model, hybrid subscriptions, pay-per-article. The options are endless yet the right solution differs for every single brand. But some lessons are certain: revenue diversification is a must, new KPI’s in our industry are needed and best of all: innovation is abundant at European news media. Some examples in this session:
How New KPIs Transformed a Legacy News Organisation After years of inflated circulation numbers, NRC focused on customer relationships and saw an increase with its new KPI. Every industry has its own unique version of audience measurement. In television, they go on and on about the Nielsen ratings, and the online industry is obsessed with comScore. In the news industry, it has always been Audit Bureau of Circulations. But are these the key performance indicators (KPIs) still helping to grow our business?
7-minute Brainsnack presentations:
What if paywalls were getting smarter? A dynamic paywall integrated into publishers' websites whose fundamentals are analysis, involvement and monetization.
Co-Founder, Poool.fr, France LinkedIn
Telegraph Premium Telegraph Premium was launched on the 3rd of November 2016. Since then The Telegraph received registrations 125k to date, tracking at 1.5k per day and digital subscriptions increased by 20% and annualised retention has improved by +25%.
8 Subscription-based Niche Websites and 1 general B2B site‘Watch Medier' started as just one subscription-based b2b niche site: MediaWatch. It has since grown to 8: covering finance, medical, food, energy, shipping, real estate and IT. All sites, owned by JP/Politiken, have reached a leadership position in their respective sectors and are growing rapidly and it is driven by subscription sales. As is the case with the general B2B site Finans.dk
Chairman of the Board, WatchMedier and Commercial and Digital Responsible, Finans.dk, DenmarkLinkedIn
Stop selling - start telling: 15min's paywall initiative against ad-blockers & pledge to pay up Unlike many anti-ad-blocking campaigns, which feature a pop-up simply asking to “whitelist” the site or subscribe to get [paid] content, 15min uses its journalists to appeal to readers directly. The goal is to humanize the struggle to pay for journalism by putting the staff front-and-center.
Sales Director, 15Minutes, Lithuania LinkedIn
Personalisation might possibly the biggest buzzword in the industry this year. Many talk about it, many attempt to create the holy grail, some have already achieved success. Those successes are presented in this session of 10 minute presentations and a panel discussion(+Q&A).
Axel Springer’s Upday Upday: your personalised news app that makes every day an “upday”! Upday aggregates content from trusted brands and bloggers into a unique and simple format, combining the power of technology with the intuition of journalists.
Deputy CEO/Chief Product Officer and Editor in chief, Axel Springer, Germany @jep_
De Persgroep’s Topics Topics is an innovative digital news concept for subscribers of Newsbrands. Topics allows the subscribers to any of the 13 news brands from De Persgroep, to search and follow favourite topics out of their newspaper + 12 others. Launched in June 2016 to subscribers in Belgium and the Netherlands, Topics was created to engage subscribers and give them more value for money, and in the long term to reduce churn.
De Persgroep, Belgium
NZZ: Find Relevant News with Less Effort! NZZ are working on an AI-based mobile application that can be used to contextualize & personalize their news delivery. The project, funded by the Google DNI, is called 'NZZ Companion App': it accompanies you throughout your day so you’ll get a different newscast at different times of the day and week. The combination of their editorial depth with the algorithm they’re building means they will be able to deliver their readers a stream of personalised content based on location, interest and situation. Yet still have a ‘serendipity effect’, delighting readers with content they might not search for themselves (aka bursting the filter bubble).
Head of Product Development, NZZ, Switzerland LinkedIn
Postimees.ee switch to identified commenting As the most read newspaper in Estonia, Postimees felt that they had to be the leader of changes and visionary of creating a better society. Postimees is known of triggering discussions, raising new ideas and maintaining values. Their main ambitions with the project were: Make public opinion room clean and better place, Develop violent-free civil discussions, Keep the reader numbers rising amid the threat of losing the traffic.
Head of News & Editor in Chief, Postimees, Estonia LinkedIn
Financial Times increases Engagement with Simplicity, Speed and PersonalisationWhen The Financial Times launched their new website in October 2016, their product vision was to bring clarity to the news and help our audiences make better decisions. “myFT” has drive strong engagement by saving readers time through a more relevant and timely alerts experience, and by experimenting with various Recommendations methods.
Panel discussion and Q&A with speakers
Google and Facebook grab the lion’s share of online advertising. That’s a fact. Yet news media companies around the world are fighting back in more creative ways than ever before; in this session, you’ll hear just a few case studies from across Europe on how to grow advertising revenue, print+digital. And in this sessions’ keynote presentation: hear what values news media brands still have towards advertisers that Google nor Facebook just can‘t deliver.
From "fake news" to "make news"
When considering the competitive future, news media brands tend to look at the threats posed by Facebook, Google and others. However, they might also consider looking at the opportunities in the lessons given by the evolution mainstream brands are going through, by becoming more activist and relevant. Fabrice and Piet argue that media brands should be brands first, and ironically, become better media through it.
Piet Wulleman & Fabrice Dekerf are consumer psychologists with a solid reputation in branding and media. Together they founded Wombat, a consulting firm helping companies and organisations to sharpen their story and positioning in order to really make a difference through their people and their actions, and stay relevant in a changing environment.
7-minute Brainsnack Presentations and panel discussion:
JoomBoos: Gathering the best Croatian YouTubers in one place JoomBoos’ main objective, as the greatest Croatian YouTube network, was to start up the national YouTube scene by gathering the best Croatian YouTubers in one place, but also to make engaging video content for teens and millennials that they would love and get hooked on. The main goal wasn’t only to become a new creative platform for exciting video content, but to become a new profit centre for 24sata. And boy, did it work.
Programmatic Print – revolutionizing the trading of print Demand for print advertising has declined drastically over the past 10 years but the effect of printed ads has not the objective of programmatic print was to simplify and modernize the process of purchasing and booking a print campaign by integrating the process in the system where media buyers already book and purchase digital campaigns.
Business Development Manager, Ekstra Bladet, Denmark LinkedIn
Irish Times’ Native Advertising Strategy
VN – Brand Initiative for SMBs The “Vorarlberger Nachrichten” (VN) newspaper builds with its “Brand Initiative for SMBs” on its local focus and its relationship to local advertisers. In combination with the editorial product “VN-Lokal” they could grow regional print revenues YOY. Against all odds.
“It’s all about Big Data” and “data is the new oil”, media executives have been hearing and saying those words for at least the last 4 years. But ‘data analytics’ is easier said than done for heritage media companies. How do you go about digging through your vast amount of data? Making sense of it all? Learn what are publishers doing RIGHT NOW in data analytics in this session with presentations from 3 leading European publishers.
Aftenposten’s Subscription Purchase PredictionGrowing digital subscriptions is a strategic priority for Aftenposten and Schibsted’s publishers. Knowing if a user is ready to buy or not can help us in making a more relevant news experience and in running more efficient campaigns on our own sites and in other channels. The main objectives of the purchase prediction project has been to understand how user behavior on the site relates to purchasing and to develop a prediction model to identify news readers likely to buy a subscription. A key goal of the project has been to develop the prediction model in a site-agnostic way so as it can be scaled to all publishers in Schibsted easily.
Styria Media Predictive Data Analytics Driving Subscriber Retention The application of predictive analytics to audience data can provide an unprecedented level of intelligence into the quality of the relationship a publisher has with every one of its consumers — ultimately being core to strategic decision-making across the organisation. Christian and Franz will share insights into Styria Media’s predictive analytical tools of churn and show case how practical data-enabled strategies and applications that can deliver significant gains in retention.
Managing Director Styria Marketing Services, Styria Media, Austria LinkedIn
Data Scientist, Styria Media, Austria
Expressen: The Most Data Driven Company in the Nordics? In January 2014 Expressen had low market shares digitally and no data strategy. The analytics team consisted of only four employees located far away from the editorial- and technology teams, working mainly with print analytics. As part of a digital growth strategy, Expressen set a bold objective to become the most data driven media company in the Nordics and the fastest growing news site in Sweden.
Weather permitting, join us on a leisurely walk from the Scandic Hotel to the City Hall where the Conference Soiree is held (7 minutes on foot).
Be welcomed to the Oslo Rådhus (City Hall), with all its history and beautiful Ceremonial Gallery, where the Nobel Peace Prize is awarded every year. Drinks and canapés served. The evening also includes a guided tour of the City Hall. An evening you will not forget quickly.
Conference participants have the evening free in Oslo afterwards.
Dress code: Smart evening wear.
A.I. (Artificial Intelligence) will drive Media Disruption 2.0 and will be by far the biggest change to hit news media business yet. Progress on media applications of narrow A.I. is galloping ahead and the AI revolution will help solve many unresolved issues from media disruption 1.0. An overview of what’s about to hit us (and what has already hit us) in this “A.I. for News Media” session.
Hear the latest official facts & figures of the Norwegian media landscape and what the future may hold in this interview with Randi Øgrey, CEO of MBL: The Norwegian Media Business’ Association.
Conference Moderator LinkedIn
INMA will attempt to harvest the knowledge of INMA members in the conference room in this Open Space conference. Under the guidance of 5 world-class experts, conference participants discuss different issues of our industry.
This is a unique opportunity for any media executive to have more than 2 hours of personal facetime, in small groups, with our 5 experts — we like to call them "media guru's" — each with their own field of expertise:
Robert Whitehead, former Fairfax Media executive and self-styled Disruptionist.LinkedIn
Participants share insights and ideas developed and learned during the Unconference Session. Get a fantastic summary though several, rapid-fire 7-minute Brainsnack Presentations by fellow participants.
Conference Moderator LinkedIn
Members of the INMA European Board hold their annual September Board meeting (Board members -only).