Sunday, September 24


Dinner for Study Tour participants

Monday, September 25


Breakfast meeting for Study Tour participants

Introduction and planning for the day ahead during breakfast.

08:45-10:45 Aftonbladet SvD

Visit to Aftonbladet & Svenska Dagbladet

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.


Sandwich lunch

12:00-15:00 Expressen SvD

Visit to Expressen & Dagens Nyheter

Hear the fascinating story of Bonnier News from

  • Anders Eriksson, CEO, Bonnier News
  • Alexander Lydecker, Director of Sales, Bonnier News
  • Charlotte Svensson, CCO, Bonnier News

As well as deep dive presentations about Expressen's online TV and video developments and Dagens Nyheter success with digital subscriptions.


Visit to Sweden's hottest media startup

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.


Air transfer from Stockholm to Oslo

Tuesday, September 26


Breakfast meeting for Study Tour participants

Introduction of the day ahead and the companies to visit during breakfast at the Scandic St Olavs Plass Hotel.

08:00-10:00 Amedia

Visit to Amedia

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.

10:05-12:30 VG

Visit to VG & Aftenposten

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.



13:30-14:30 Schibsted

Visit to Schibsted HQ

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


Visit 4

17:00-18:00 Strossle

Visit to Strossle: Scandinavia's fastest growing media-related startup

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).


Study Tour Discussion and Drinks

Wednesday, September 27


Local Media Day, Oslo

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.

Pål Nedregotten Pål Nedregotten
EVP Innovation, Amedia, Norway LinkedIn@nedregotten

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.

Terje Tandberg Terje Tandberg
CEO, Budstikka Media, Norway LinkedIn@budstikka

A Tour of Europe: Brainsnack Presentations from Local Media Brands across Europe

  • CN Group, UK
  • NWZ, Germany
  • Ouest-France, France
  •, France
  • L’Avenir, Belgium

A Vikings' Opening Reception, European News Media Conference

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 :-).

Thursday, September 28


European News Media Conference

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…



Trude Margel Trude Margel
European Division President, INMA and Commercial Director, Itera Gazette, Norway LinkedIn@t_margel

Robert Whitehead Robert Whitehead
Moderator of the Conference and Disruptionist, Australia LinkedIn


Opening Session: World Tour: Shaping the Future of News Media

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.

Penelope Jones Penelope Jones
Director of Strategy & Research, Condé Nast, UK LinkedIn@penelopejones

Greg Hywood Greg Hywood
CEO Fairfax, Australia LinkedIn

Marta Ortiz Marta Ortiz
Editor in Chief, El Colombiano and nominee on the “Women to Watch in Columbia 2017” list, Columbia LinkedIn@mortizmedia


Networking and Coffee Break


Best Practices in Digital Subscriptions and Paid-Content

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. Put certain 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?

Xavier van Leeuwe Xavier van Leeuwe
Director Marketing and Data, NRC, The Netherlands LinkedIn@xvanl

7-minute Brainsnack presentations:

What if paywalls were getting smarter?
A dynamic paywall integrated into publishers' websites whose fundamentals are analysis, involvement and monetization.

Maxime Moné Maxime Moné
Co-Founder,, 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%.

Peter Hickman Peter Hickman
Marketing Director Subscriptions, Telegraph Media Group, UK LinkedIn@telegraph

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

Jens Nicolaisen Jens Nicolaisen
Chairman of the Board, WatchMedier and Commercial and Digital Responsible,, 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.

Marius Stanevičius Marius Stanevičius
Sales Director, 15Minutes, Lithuania LinkedIn


Best Practices in Personalisation and Engagement

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. But how do you create the perfect ‘personalisation’ without pushing people into the filter bubble?

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.

Jan-Eric Peters Jan-Eric Peters
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 and 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 when you’re commuting in the morning than when you’re sitting at home on your sofa ON THE WEEKEND. 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).

Rouven Leuener Rouven Leuener
Head of Product Development, NZZ, Switzerland LinkedIn 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.

Lauri h Lauri Hussar
Head of News & Editor in Chief, Postimees, Estonia LinkedIn




Best Practices in Growing Advertising Revenue

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.

Unique Values of News Brands in The Age of Distributed Content and Fake News

Fabrice Dekerf Fabrice Dekerf
Wombat, Belgium LinkedIn@wombatdotbz

Piet Wulleman Piet Wulleman
Wombat, Belgium LinkedIn@wombatdotbz

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.

24sata, Croatia

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.

Jakob Nielsen Jakob Nielsen
Business Development Manager, Ekstra Bladet, Denmark LinkedIn

Irish Times’ Native Advertising Strategy

Eimear Moran Eimear Moran
Media Solutions Director, The Irish Times, Ireland LinkedIn@irishtimessales

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.

Russmedia, Austria


Coffee and Networking Break


Big Data Analytics in Practice

“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 Prediction
Growing 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.

Eivind Hjertholm Fiskerud Eivind Hjertholm Fiskerud
Head of Data and Analytics, Schibsted Norway Subscription Media, Norway LinkedIn@fiskerud

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.

Christian Lämmerer Christian Lämmerer
Managing Director Styria Marketing Services, Styria Media, Austria LinkedIn

Franz Weissenböck
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.

Klas Granström Klas Granström
Managing Editor/Head of Digital, Expressen, Sweden LinkedIn@klasgranstrom


Closing speaker of the day



Day 1 conclusions

Robert Whitehead Robert Whitehead
Conference Moderator


Guided walk to the City Hall/Buses leave for Conference Soiree

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).


Conference Soiree at the City Hall

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.

Friday, September 29


Morning coffee


A.I. for News Media

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.

DavidMcKeague David McKeague
David McKeague, co-founder, inbound-media (to be confirmed) LinkedIn@mckeague

Sören Karlsson Sören Karlsson
CEO, United Robots, Sweden LinkedIn@sorenkarlsson


Interview: What Makes The Norwegian Media Market So Special?

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.

Randi Øgrey Randi Øgrey
CEO, Norwegian Media Business’ Association LinkedIn@rsogrey

Robert Whitehead Robert Whitehead
Conference Moderator LinkedIn


Lunch and Start of the Unconference Session


INMA Members Go Unconferencing: Crowdsourcing the Knowledge of The INMA Network

There’s so much more knowledge in a conference room than what is presented on stage. INMA will attempt to harvest that knowledge in this unconventional “unconference session” – sometimes called an “Open Space conference” – in other words: it is a participant-driven meeting. Under the guidance of our world-class experts, conference participants discuss different issues of our industry. No keynote presentations, just INMA members sharing their ideas, thoughts and debating and working out our common future. The outcome of each stream group will be presented in a summarising session.


Summary of the Unconference Session

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.



Robert Whitehead Robert Whitehead
Conference Moderator LinkedIn

Saturday, September 30


European Board meeting

Members of the INMA European Board hold their annual September Board meeting (Board members -only).

Supported by

  • Norwegian Media Businesses' Association