Hyvää huomenta,
nimeni on
@Eskedal #NorthernGlow

THE PROLIFERATION OF MEDIA
The media landscape has become insanely cluttered. There’s a
magazine, TV channel, radio station, and a gajillion websites for
every conceivable interest.
@Eskedal #NorthernGlow

THE PROLIFERATION OF MEDIA
RADIO: 1933 - 1 STATION - 2015: 275
TV CHANNELS: 1960 - 1 - 2015 39 (NORWEGIAN)
NEWSPAPERS: 1763 - 1 - 2015 230
CIRCULATION: 1999 - 3,146,000 -2015 2,150,000
MARKETING MESSAGES:
1998: 3000 PR DAY - TODAY 1500 STORIES ON
FACEBOOK ALONE

PAPER NEWS
ONLINE NEWS
SHARE OF READERS
@Eskedal #NorthernGlow

LESS THAN
50%OF NORWEGIANS
READS PAPER NEWS
@Eskedal #NorthernGlow

ONLINE IS THE SOURCE FOR NEWS
Edelman Trust Barometer 2015@Eskedal

CHANGE IN TRAFFIC SOURCES
• Frontpage incline
• Google and Facebook more and more
important
• Write for Google
• Write for sharing
@Eskedal #NorthernGlow

BUZZ
IS NOT THE SOLUTION
«…YOU WONT BELIVE WHAT HAPPENED NEXT»
@Eskedal #NorthernGlow

EST
25%
USE ADBLOCKS
@Eskedal #NorthernGlow

WHAT I CHOOSE TO SEE
WHAT I WANT TO SEE WHEN I WANT TO SEE IT
WHAT I WANT TO HEAR WHEN I WANT TO HEAR
WHAT THE BRODCASTER WANT ME TO SEE
WHAT THE NEWS OUTLET WANT ME TO SEE
HELPS ME FIND WHAT MOST PEOPLE FINDS BEST
@Eskedal #NorthernGlow

WHY WE DON’T WANT TO PAY FOR NEWS TODAY:
THE TECHNOLOGY FOR PERSONALIZED CONTET IS HER, USE IT.
LACK OF EXCLUSIVE CONTENT
INTERUPTIONS WITH ADS
LACK OF PERSONALISATION
@Eskedal #NorthernGlow

WE WANT SHORTER FORMATS (VISUAL)
OR LONG READS

NO MORE:
REPLACE OLD AD INCOME
WITH
NEW DIGITAL AD INCOME
@Eskedal #NorthernGlow

KEY TO SUCCESS
FOR MEDIA:
TECHNOLOGY
AND RELEVANCE

CONTENT MARKETING
@Eskedal #NorthernGlow

Content marketing is a strategic marketing approach focused on
creating and distributing valuable, relevant, and consistent content
to attract and retain a clearly-defined audience — and, ultimately, to
drive profitable customer action.
Content Marketing Institute 2015" "@Eskedal #NorthernGlow

THREAT?
@Eskedal #NorthernGlow

WHAT'S THE DIFFERENCE?
• It’s still an ad
• Only produced
and made with
the insight of
media itself.

IT'S ABOUT DISTRIBUTION
Distribution: 138 000
Cost pr «hit»: € 0,13
€18 400
950 000 - 2 200 000
Message to ALL
Message to targeted group
@Eskedal #NorthernGlow

DATA IS THE NEW CURRENCY
• What's my interests
• What have I read
• What engages
• Give me ads that is of interest to me
@Eskedal #NorthernGlow

OPPORTUNITIES FOR CORP COM
• Be your own media house
• Make the journalist want to come to you
• But: Stop «selling» yourself, help the journalist
tell stories to HER readers
@Eskedal #NorthernGlow

SUMMARY
• THE CUSTOMER HAS CHANGED
• MEDIA MUST CHANGE NOW
• COMPANIES MUST CHANGE NOW
• DATA IS THE NEW CURRENCY
• USE IT
@Eskedal #NorthernGlow

KIITOS

CONTENT POINTS
5 key point you will focus on your presentation:
Less than half of the Norwegians read printed news
Online newspapers has now past printed news - Færre og færre journalister
People spend more and more time online
Adblocking is more and more common
Buzz is not the solution
5 Questions you will answer raised from your presentation:
Content Marketing is nothing new, but why do journalist feel so threaten by it? And should they fear it?
Is the media dying? And is this good or bad for us as companies.
Why the media is not the answer, but the distribution.
Why mass marketing is only noise and data is the new currency