1. 18th WORLD EDITORS FORUM
Session: Integration: the latest experiments in a multi-
platform age
Title: A REASON FOR EDITORIAL INTEGRATION
Speaker: Bernt Olufsen
Mark your calendar
64th WORLD NEWSPAPER CONGRESS
19th WORLD EDITORS FORUM
Vienna, Reed Messe Wien
www.wan-ifra.org/kiev2012

2. 22nd of July
THE ATTACK
A REASON FOR EDITORIAL INTEGRATION

7. FRIDAY 22. JULY 15.34

9. ALL TIME HIGH FOR VG.no
 Extreme growth in traffic – doubled
previous record one hour after the attack
 29.000 views pr minute on frontpage
 3 x normal traffic when news of explosion
 6 x normal traffic when news of Utøya
 34 % of traffic came from VG Mobile.
 Extreme growth also on tablet and VG TV.

10. 500 PAGES FROM JULY 23rd UNTIL AUGUST 8th

11. TERROR NEWS DEPARTMENT
 14 reporters working in
shifts
 Devided into 3 groups:
Crime & Investigations,
Victims & Relatives,
Politics & System failure
 Serving all platforms
 Publishing strategy,
digital first
 105 print pages since
8/25 (8 major front
pages) 100 original
Terror desk in news stories digital (40
breaking news)
the middle of

12. 2000 2007 2011
Daily readers
VG and VG Nett
1997 to 2011
Source: TNS Gallup

13. 12
A monoproduct
transformed to intricate
complexity
Source: TNS Gallup F&M 2011/9

14. A multitude of new channels,
platforms and online businesses

15. WHY WE INTEGRATE
 COMPLEXITY
 User behaviour
 Market situation
 Makes us stronger
 To have a clear brand
 PAID CONTENT STRATEGY
What drives the willingness to pay?

16. THE SOCIAL MEDIA
GOAL – 10 PERCENT OF THE
## FACEBOOK ## NUMBER OF FANS
JOURNALISTS WORKING TIME
www.facebook.com/vgnett
Total
88 000
New last
month
6 800
A year from
169 now
600
www.facebook.com/vgteve 83 500 4 400 136 300
www.facebook.com/vgnettsporten 44 000 1 000 56 000
www.facebook.com/rampelys 19 500 665 27 480
www.facebook.com/vgreise 15 500 500 21 500
www.facebook.com/minmote 10 000 254 13 048
www.facebook.com/bilogmotor 10 000 243 12 916
www.facebook.com/vgspill 4 000 143 5 716
www.facebook.com/vghelg 1 500 24 1 788
www.facebook.com/vgdebatt 1 900 24 2 188
www.facebook.com/vektklubb 1 350 46 1 902
www.facebook.com/vgpluss 900 17 1 104
www.facebook.com/lesernesvg 1 450 123 2 926
TOTAL 281 600 14 239 452 468

17. WHAT VG TRIES TO DO
 Platform focus when  Develop a plan describing
necessary what competence we
 Multimedia plans for need three years from
publishing now
 Making paid content be  Integrate TECHNOLOGY
platform neutral and the READERS in our
journalism
 Programmers will
increasingly be part of
editorial teams
 Build new cross platform
publishing tools
Daily 15 min

18. NEW MANAGEMENT
50% 50%
Editorial Commercial
Online Newspaper
Women Men
Young experienced
August 15th we moved out of seven offices and co-locate
in an open landscape

19. THE NEW PRIME TIME

20. STATUS & PLANS
 Reorganised top management
Publisher + one digital editor and one paper editor.
 Rebuilt the newsroom
All reporters on the same floor
 Roll out plan for merging of departments
1. Entertainment & culture, 2. Sport, 3. Crime and so
on. Goal: fully integrated mid 2012
 Digital competence among paper journalists
Internal education in the publishing system
 Search for common system for publishing
 Developing new strategy for publishing: Exclusive content
in the paper and behind digital pay wall on tablet and net.

21. SCHIBSTED MEDIA HOUSES
 AFTENPOSTEN First step in 2008, moving print
and online newsdesks together. Half of digital
staff deployed in the editorial departments.
 12 web reporters in a 24/7 task force – covering
the news.
 All news departments given clear multi medial
responsibility and traffic goals since 2010.
 Next step: All departments will have clear goals
for online publishing and growth.
 20 hour digital school: Training programme for
most of editorial staff during 2012.

22.  STAVANGER AFTENBLAD Integrated newsroom
is established. 18,5 % digital reporters. 10 – 15%
of print content is published online.
 Project launched to map current digital
competence, and strengthen all digital
operations.
 In 2012 a new digital competence strategy will be
deployed together with a new publishing strategy
for the media house.
 The digital share of editorial staff will be
increased with 5 journalists, bringing the share up
to 22 %.

23. FÆDRELANDSVENNEN
 Print/Digital working together – open landscape
 Separate editing and separate newsdesk during
the day – One editor and a shared desk in the
evening
 All reporters works for all platforms
 Developing new publishing strategy: Digital first
 Next year: One desk regardless of platform

24. AFTONBLADET, Sweden
 One integrated newsdesk in the new Schibsted
house in Stockholm. A news organisation working
independent of publishing channels.
 One common planning and leadership process,
with focus on all channels.
 Recruiting only people dedicated to online
publishing.
 Scoops always online first
 Development programme for reporters and
photographers

25. POSTIMEES, Estonia
 By october 2011 Postimees has a totaly
integrated print and online operation. A new,
functional editorial and sales system is installed.
20 MINUTOS/MINUTES
 In Spain two different editorial teams for print and
online, working close together with a common
editor-in-chief. Integrated planning process.
 In France the print and online team have different
editors, but discussions of integration is one the
way.