Presentation at Re:publica, Berlin

1. How to save yourlocalnewspaper
withdigital tools?
A Norwegian case:
Origo and A-
pressen
Bente Kalsnes
CommunicationAdvisor,
Origo
@benteka
bente@bengler.no
http://blogg.origo.no/
http://www.flickr.com/photos/timo/10689184/

3. Ourphilosophy:
Usethe web in a smart
way to
improvetheprintednew
spaper(majortyofrevenue still in
print)

4. Underskog (socialcalendar)

5. 2581 kommentarer

6. How to make a
”journalisticHawk Sandwich”, aka a
digital
environmentwhereyourreaderswant
to contribute and
sharewiththelocalcommunity and
thenewsroom?

7. We’vebuilt:
Social network (similar to NING.com);
blogging, photosharing, socialcalendar

8. We’vebuilt:
Social network for theNorwegian
Labour party, My Labour Party

9. We’vebuilt:
Closedsocialnetworkabouttrafficsafety for younggirls

10. We’vebuilt:
Digital hearingsite for theNorwegian IT Ministry
aboutinternet-relatedtopics

11. We’vebuilt:
Cultural calendars for localcounties

12. • But now,
let’sfocuson
NEWSPAPERS
• First, a short
descriptionofthe
media market in
Norway

13. Norwegiannewspaper facts
• 230 newspapers in Norway
• 1,6 average -
numberofnewspapersNorwe
giansread EVERY day
• Financial press support by
government (310 mill NOK/
40 mill euro)
• We’reworkingwith A-
pressen, media
consortiumowning 50 local
and regional newspapers

14. Absurd circulationnumbers:
VG, Washington Post:
Norway’slargestnew
spaper:
710.000
344.000
(2005)

15. Media trends
• Tabloids
• Localnewspaper, nichepapers
• Regional newspapers
• Onlinenews

16. Internet access Norway 1996 – 2009
Percent
Source: Consumer & Media. http://www.tns-gallup.no/default.aspx?aid=9080712
16

17. (Halogen.no, feb-10)

18. Origo fascilitatethe media
transition from…

19. MONOLOG

20. DIALOG

21. Traditional newspapers Traditional online news Readers’ sites
1757 - 1997 1997 - 2007 2005 - 2009

22. Readers become contributors
… and they talk about what is important for them

23. Online editorial news vs user created content
Professional online content User created content 2006
ca 100 news websites Twitter 10
Underskog 10.0002009
User createdd content
Origo -
A-pressen’s news sites: Underskog- 20.000
Facebook
ca 5.000 articles, images, Twitter 105.000
Blink/Nettby
comments a week Origo 155.000
Facebook 2.200.000
Origo-users:
ca 35.000 image, comments,
events a week
Redaksjonene creating 7 times more
Origo users are already
content than the journalists
100 nettaviser EspenSystad - A-pressenDigitaleMedier

26. Tools for cooperation
Blogging, image sharing,
socialcalendar, filesharing, etc
Group blogging is common
at Origo
Easy to distributecontent to Twitter
and Facebook

27. The uniquethingsabout Origo:
Connected to localcommunities
Distributionchannel (newspapers, Facebook,
Twitter)
Roleverification
Open and closedgroups

28. Digital tool for the newspapers
The newspapers are using Origo to gather user created
content (comments, blog posts, images)
Each newspaper has a geographic area (local zone)
Importes from Origo to the online site
and the newspaper

29. A-pressen’s goal for 2010:
Print 30.000
newspaperpagesbasedo
nusercreatedcontent

31. Bergensavisen
RomerikesBlad
AvisaNordland
Nordlys
Firda
SarpsborgArbeiderblad
Telemarksavisa
StjørdalensBlad
Lofotposten
Rogalands Avis
Siste.no
TidensKrav
Glåmdalen
OpplandArbeiderblad
Østlands-Posten
HelgelandArbeiderblad
RanaBlad
RingerikesBlad
FinnmarkDagblad
HardangerFolkeblad
Fremover
Firdaposten
Smaalenenes Avis
Lofot-Tidende
ArbeidetsRett
Kvinnheringen
Moss Dagblad
Hadeland
Namdalsavisa
AkershusAmtstidende
Opdalingen
Demokraten
HaldenArbeiderblad
Aura Avis
Finnmarken
Bygdeposten
AvisaNordhordland
AustAgderBlad
Rakkestad Avis
Eikerbladet
Glåmdalen
Østlands-Posten
Enebakk Avis
Bergensavisen Local zones
Malvik-Bladet
Jarlsberg
Øyene
Vestby Avis
Tvedestrandsposten
IndreAkershusBlad
PorsgrunnsDagblad
Ås Avis

33. These people have at least one thing
in common.
They care about something and want
to share it with others.

34. Firda.no Papir-Firda
Firdas Origo-sone
Fjordaglimt
Jølster
Nettionen
Nationen Origo sone
Helen registers an event in
a local zone.
Nationen.no
Papir-
Nationen

36. 36

39. Web to print

40. Boyracing in Firda
.
Foto:Aslakr, Flickr, CC

41. First
article

42. Follow up:
Articlebasedont
hecomments

43. The debate
takes off

44. Jan Herstad, er
previous
mayor

45. Frontpage
in
thenewspap
er

47. The
debatecont
inuesonpri
nt

48. Lørdagsavisa

49. Someotherexamples

50. First comment

51. 1. Started as a blog entry
2. Profiled on the
website
3. More debate
4. Good print article
5. More debate

52. We askquestion
simple one We find a hobby metroown
meteorologist with his hobby
weather station

53. Local patriots (song
contest) Enthusiastic comments

56. Origo:
Mobile verificationsince 2007

57. • Clear rules, journalists should be present in comment section
• Be strict on personal attacts
• Encourage good comments
• Encourage people to add profile picture

58. Manuallyverifiedr
oles

59. Comments via Origo,
Facebook, Twitter, Gmail
• Differentlevelsofregistration:
Facebook, Twitter, Gmail, Origo
• Highestlevelofverification –
verifynamewithCensus
Distributecontent
via Facebook/Twitter

61. Thanks!
Bente Kalsnes
CommunicationAdvisor,
Origo
@benteka
bente@bengler.no
http://blogg.origo.no/
http://www.flickr.com/photos/timo/10689184/