Overview of this campaign
Sweden is a relatively small country and the subscriber base for many of the local titles are low. At the same time there are a large number of people who have moved from one part of Sweden to another and still have an interest in what is happening in their old home town, where the family lives, for example. Local news sites do not compete in circulation areas but can, by cooperation, give subscribers access to more local content.
In 2017, four Swedish local media companies, Hall Media, MittMedia, Sörmlands Media and VK Media, sat down to talk about how to develop a way to let subscribers get access to more local news without multiple subscriptions. The hypothesis was that the gains of cooperation were bigger than possible loss in new customers. To have access to more gives your subscription a higher value and creating a more loyal subscriber base.
Statistics at MittMedia and Hall Media showed that several of their customers visited several sites in their network.
Why not collaborate in letting customer get access to content behind pay walls?
In addition to the expanded customer offer, the network will share business and technical know how and development amongst the group. From measuring methodes to optimize business to create the best user experience for our customers.
April-May: Intital talks about collaboration
June: Agreement signed by all parties. Press release to business press
June-Oct: Analysis, tech condition and specifications
Oct-Nov: Development and testing
4 Dec 2017: Launch and marketing campaigne incuding the site sverigeslokalnyheter.se.
Results for this campaign
All collaborating comapnies has their own communicationplan but follow the communication platform that was produces for use in campaignes
E-mail: At launch an email was sent to all customers to inform about the new added value of ther subscription.
Banners on sites
Ads in papers
landing page: www.sverigeslokalnyheter.se
We meassure traffic and ineraction on our common website sverigeslokalnyheter.se where our cunstomers and potential customers can read more and create account for any och several newssites within the network.
Since launch more than 35 000 visits
10 000 has clicked on the create account button and
over 2000 accounts has been created