In this presentation, Karel Verhoeven, Editor-in-chief of De Standaard, looks back at the key results of the launch of dS Avond. De Standaard is the main belgian broadsheet newspaper. It has a consistent track record of growth in a declining market over the past 10 years. In order to sustain its leadership position, De Standaard has launched on April 28 dS Avond, a digital-only evening edition. dS Avond appears daily at 17h. It brings the news of the day, in an easy-to-consume and very visual format. dS Avond is built on the NextGen HTML5 template publishing solution of Twipe. The evening edition picks up where the newspaper in the morning stops. A dedicated team of editors is responsible for their own journalistic approach. All articles and news stories are exclusively written for dS Avond and are not drawn out or resumed on the site or in the newspaper. dS Avond is made for readers who after a busy day want to relax while swiping through a fresh look on the news of the day. Key results 6 months after the launch: - 35.000 apps downloaded - 18.000 new trial subscriptions - daily downloads between 11.000 and 15.000 - 60% readers on tablet, 40% web app - core readership of 32.000

1. DE STANDAARD
……………………………………………………….
dSAVOND
5 pm Monday-Friday
Karel Verhoeven
editor-in-chief De Standaard

7. ReR
35,000 apps downloaded

8. ReR
35,000 apps downloaded
18,000 new trial subscriptions

9. ReR
35,000 apps downloaded
18,000 new trial subscriptions
Daily downloads between 11,000 and 15,000
(60% iPad, 40% web app)

10. ReR
35,000 apps downloaded
18,000 new trial subscriptions
Daily downloads between 11,000 and 15,000
(60% iPad, 40% web app)
Core readership of 32,000
(total of 88.000 subscribers to De Standaard, less than 60.000 are digitally active)

11. ReR
35,000 apps downloaded
18,000 new trial subscriptions
Daily downloads between 11,000 and 15,000
(60% iPad, 40% web app)
Core readership of 32,000
(total of 88.000 subscribers to De Standaard, less than 60.000 are digitally active)
Summer evenings are more popular than busy early September evenings
Action marketing works wonderfully.

12. Kwantitatief Marktonderzoek DS Avond
At what time to you usually read dSAvond? (based on 593 responses)
Basis: n = 593

13. Kwantitatief Marktonderzoek DS Avond
How long do you usually read dSAvond? (based on 593 responses)
Basis: n = 593
Gemiddelde leesduur
17,5 minuten

14. Kwantitatief Marktonderzoek DS Avond
To what degree has dSAvond become a habit?
Basis: n = 653
Reading dSAvond had become a fixed
habit
I expect reading dSAvond to become
a fixed habit

15. Kwantitatief Marktonderzoek DS Avond
To what degree is dSAvond a substitute for the morning paper?
Basis: n = 653
dSAvond can replace the morning
newspaper
dSAvond is more valuable to me than the
morning paper
dSAvond is as valuable to me as the
morning paper
dSAvond is a valuable addition to the
morning paper

16. Kwantitatief Marktonderzoek DS Avond
Research Lezersmarkt . Kris Stevens
What are the reasons for you to read dSAvond every day?
Basis: n = 438 personen die DS Avond nu (bijna) dagelijks lezen

17. onderzoek
onze lezers over dS Avond