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 Nordic 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.
Welcome dinner for Study Tour participants with a keynote presentation by Earl Wilkinson, Study Tour Guide, giving an overview of the upcoming 2 days.
Location: Rooftop Bar of the Radisson Blu Viking Hotel
Quick overview of schedule for the day ahead during breakfast. Participants should pack their bags before breakfast.
Use the quick 'check-out' box at reception. Just drop your keycard in the box.
Participants should drop their bags in the Study Tour bus. Then group walks to Aftonbladet & Svenska Dagbladet (Schibsted Sverige).
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 insight story from Schibsted Sweden, Aftonbladet and Svenska Dagbladet in particular from:
Participants arrive at Bonnier News and have start with sandwich lunch
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.
After check-in and security, a quick bite at the airport before the flight departs at 19:50.
Introduction of the day ahead and the companies to visit during breakfast at the Scandic St Olavs Plass Hotel.
One of the beauties of Oslo is that it is a very "walkable" city. All visits on the Study Tour in Oslo are no more than 10 minutes, on foot, apart. Some even across the road from each other. The first stop, Amedia, is a 6 minute or 500m walk from 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.
Lunch on top floor of the Aftenposten buuilding
Participants walk to the Schibsted HQ at Apotekergata 10
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
Participants walk to Strossle at Storgata 21-23
Start-up 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). In this presentation, learn the basics of good 'data analytics'.
Participants walk to NHST at Christian Krohgs gate 16
NHST publishes both global and Norwegian titles with the leading national daily business paper Dagens Næringsliv (the "Norwegian Financial Times" so to speak) as their flagship. Although advertising sales have continued to decline, NHST have been able to effectively offset this with strong growth in digital and print subscriptions, new digital products and by cost reductions made possible by a more efficient channel neutral workflow. Hear the transformation story of NHST Media Group by
Petter and Trond will share insights into their digitalisation and use of modern technology in the group and the different product development initiatives, as well as their digital strategy with DN++.
Bus picks up participants and drives to Scandic St Olavs Plass Hotel.
Scandic St Olavs Plass Hotel Bar.
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.
Local Media Ideas Day Moderator, BelgiumLinkedIn
Keynote: How a Heritage Local Newspaper Brand Can Be Successful in the Digital Age Budstikka is a daily local newspaper published out of Billingstad in Asker, Norway. It covers the municipalities of Asker and Bærum, neighbouring to Oslo. 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 18,496 as of 2016 with a 99 % subscriber base and is published by Asker og Bærums Budstikke ASA.
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.
CEO, CN Media group LinkedIn
Engaging readers with local newspaper-café Gazet van Antwerpen, the local paper in Antwerp, celebrated its 125 year history in 2016. Traditionally newspapers would take a deep-dive into the archives, reprinting old pages; but Gazet van Antwerpen celebrated the past by looking at the future: setting up a café in city centre and organising debates, TED talks, concerts. Engaging 8000 readers in real life in just 1 month.
Chief-Editor, Gazet van Antwerpen LinkedIn
Newspaper meets mobile – the ultimate browser The “Vorarlberger Nachrichten” is Austria's most digital newspaper. In 2016 Russmedia worked hard on setting the golden standard for a new generation e-paper. The traditional newspaper layout of VN has been converted into a responsive website for the digital world. The VN website makes full use of digital functionalities and features, offering readers of the smartphone version the same content as readers of the printed version. It's the "old" e-paper concept in a whole new jacket!
Culture Change: How a simple exercise has a huge impact How a simple exercise in setting up a new local, digital magazine thought us much more about ourselves, our company culture, our readers and the products they really want. Yes, we did create the local magazine in the end, but the exercise changed much more the way we go about our daily business than we could have imagined; for the better.
Chief-Editor, HNA, Verlag DierichsLinkedIn
Startup Collabrik: A disruptive take on story-centric news planningFor improved news planning efficiencies, Collabrik has a disruptive take on multi-plattform news planning and cross platform analytics.
Co-founder & CEO, Collabrik, Sweden LinkedIn
Keynote: 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.
7-minute Brainsnack presentations:
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
Leveraging Facebook Posting activity of local SMBsOVB24 takes the latest posting from local SMBs FB pages, puts that into a a self-developed widget and puts the Widget into the corresponding local section of OVB24.de where the SMB is located.
Managing Director, OVB24, Germany 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.
Startup Swanest: The Swanest Investment AssistantCreating value for your investment community and revenues for your business media or business segment.
Swanest is a Belgian Fintech (=financial technology) startup, building a portfolio management application for aspiring and existing stock-market investors with a long-term focus. Business medias can easily integrate this plugin on their websites to create user-value for their investment communities and new revenues for their companies. Thereby, we introduce innovative advertising opportunities for asset managers, enable the gathering of unique data and can strengthen the value of your subscription.
Co-founder & CEO, Swanest, Belgium LinkedIn
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 :-) —
and beautiful views over the city of Oslo, from the top floor of Aftenposten's building.
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…
Many of the case studies presented here were finalists at the 2017 or 2016 Global Media Awards, we've marked them with the famous little red Global Media Awards icon .
In this opening session of the 2017 European News Media Conference hear from 3 top executives at leading media companies on how they are shaping the future of their news media company.
Schibsted Media Group is an international media group with 6900 employees in 30 countries. Their strategy consists of three elements that work seamlessly together: Classifieds, Growth and Media houses. 1) Classified marketplaces: aim to be a global leader in online marketplaces and offer the best solutions and services for our users. 2) Growth: invest in great entrepreneurs and help scale their businesses locally and internationally by leveraging the Schibsted ecosystem. 3) Media houses: building world class digital Media houses that will shape the media landscape for years to come. More than 200 million people worldwide engage with Schibsted brands every brand, from Mexico to Malaysia, from Brazil to Norway.
Modern publishers need to drive value for shareholders beyond the traditional mechanisms of advertising and subscriptions. With large audiences and a depth of marketing inventory publishers can build new businesses out of their core. Chief Executive of Australia's Fairfax Media , Gregory Hywood explains how it is done.
CEO Fairfax, Australia LinkedIn
The legacy magazine and weeklies company Aller Media struggled to succeed in the digital playing field until it acquired the newspaper Dagbladet in 2013, nearly doubling the size of its Norwegian media business and quadrupling the reach of its digital titles. In addition, the company has run a differentiation strategy moving across the value chain to acquire several companies in the agency sphere over the past decade (content marketing, advertising and campaign development, service design, CRM and SEO). Overall, these moves have repositioned the company to become a robust player in the Norwegian media landscape with a strong digital foothold.
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:
The Relationship Economy: How Empathy and Data Can Grow Your News Business
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 is co-author of the book How to Succees in The Relationship Economy: make data work for you, empathise with customers,... together with Matt Lindsay, President of Matter Economics.
7-minute Brainsnack presentations:
= This case was a finalist at the INMA Global Media Awards!
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
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 reach leadership positions ‘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 that is focusing on data driven personalization.
Head of Digital, Jyllands-Posten and Finans.dk. Chairman of the Board, WatchMedier, 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; each in a 10-minute presentation.
= This case was a finalist at the INMA Global Media Awards!
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: 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.
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
Financial Times increases Engagement with Simplicity, Speed and Personalisation When 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.
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:
= This case was a finalist at the INMA Global Media Awards!
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.
Boris Trupcevic, CEO, Styria Media Croatia, 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.
Business Development Manager, Ekstra Bladet, Denmark LinkedIn
Irish Times’ Native Advertising Strategy
The Irish Times Content Studio has won numerous awards for it's 'native advertising' campaigns. The latest one being a campaign for Audi named "The Irish Times and The Audi Q7 - The Best of Both Worlds"; winning First Place at the INMA 2017 Global Media Awards.
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.
CEO Marketing & Sales, Russmedia Digital, AustriaLinkedIn
“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.
Watch our Conference Moderator summarise Day 1 in a famous 7-minute Brainsnack Presentation.
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 4 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).