Overview of the Danish Media in 2010 and the trends for the future. Also an overview of what the Danish Media writes about Estonia and Estonians.

1. Danish Media Trends Liisi ToomPersoonibrändi Agentuur Skype: liisitoomliisi@persoonibrand.ee Http://persoonibrand.ee

2. Keeping aneye on mediahelpsyou See thetrendsofthesociety See theproblems and opportunities Getinformationaboutyourfield and thekeyplayersinthecountry Emotions and notionsofthepeople Inspirationtomaketheworld a betterplace and soticfyyourcustomerswithYOUR PRODUCT 20.01.2011 Http://persoonibrand.ee The Media as a mirror

3. 90% ofDenmarkcoveredwith Internet Newspapersinthedownfall, useof Internet growing Firstchoiceforinformationfor 28% populationisFree press, newspapersforfreeinpublicplaces Time usedwatching TV growing (3t 21m in 2010), radiolessheard (2t 3m in 2010) 1st yearwithdigital TV – offeredvarietyofchannelswhichwasusedduringthedaytimewhile 20-22 wasbookedfor DR1 and TV2. 90% ofthe 12-20 yearold’swatchedmorethat 36 differentchannels – need forpersonalization 3D TV butfewprogramslettingpeopleenjoythat 20.01.2011 Http://persoonibrand.ee Facts

4. 20.01.2011 Http://persoonibrand.ee News on the paper? Old news?

5. ThetraditionalmediagoesInternet->goesMobile Topp 3 sites – Facebook (17,2%), Google.dk (11,4%), Youtube.com (2,9%). FirstDanishsite – 6th place – Ekstrabladet.dk (2,1%) 22% mobileownersuse Internet inthemobile … 16% ofthemuseapps 50% Internet usersuseofficialdocuments and possibilities (NemID, borger.dk) 20.01.2011 Http://persoonibrand.ee Traditionalmediainthenewmedia

6. Talent and reality shows Shows aboutsimplethingsinlife Football News only 15% ofthetimeused on TV 20.01.2011 Http://persoonibrand.ee Whatispopularin TV?

7. 42% of Danes are in social networks Thats around 2 310 000people Out of them, 95% in Facebook (2 194 500) 20million hoursused in Facebook in January 2010 20.01.2011 Http://persoonibrand.ee SocialDane

8. 20.01.2011 Http://persoonibrand.ee TheFutureof Media

9. Appsthatcost Educated 60+ generationas a targetgroupfornewmediaproducts Danesliketheirownproduced programmes Individualizedproductsforyoungergeneration 20.01.2011 Http://persoonibrand.ee Challenges & Possibilities

10. 20.01.2011 Http://persoonibrand.ee EstoniansaccordingtoDanishnewspapers …

11. European Movie Awards, Baltic Youth Philharmonic, Kaia Kanepi, Arvo Pärt, Kristjan Järvi, Eurovision, former Soviet Union country, Sofi Oksanen, Cyber Crime 2007, EU support money, Haiti, cold and hot Estonia, murder rate, drug addictrate, joiningEUROclub, Herman Simm, NATO meetingforforeign ministers, Tallinn, Andrus Ansip, criminals from Estonia 20.01.2011 Http://persoonibrand.ee

12. … knowsabouttheSoviethistoryof Estonia … knowsabouttheCyberattackin 2007 … considersEstoniansassomehowinvolvedwithcrime … talksabout Estonia with EU and NATO issues … knows major orinterestingculturalevents&tieswithDenmark (NationalFlag, literature, orchestras) … accordingtothe major onlinenewspapersin 2010. 21.01.2011 Http://persoonibrand.ee A Dane

13. Planyour marketing well Considertheknowledgeoftheconsumeraboutthecountry Help Estonia tocreate a strongbrandthroughyourQUALITYproduct/service Findtouchingpointstomaketheproductmore “Danish” while keeping its’ originaluniqueness Usetherightmediumfortherighttargetgroup 21.01.2011 Http://persoonibrand.ee Yourchanceasanexporter

14. Good, effective and direct communication to the right people is never out of fashion. ThankYouforYourattention! 20.01.2011 Http://persoonibrand.ee

15. Børsen http://borsen.dk/nyheder/news_in_english.html The Copenhagen Post http://www.cphpost.dk/ Politiken http://politiken.dk/newsinenglish/ Jyllands-Posten http://jp.dk/uknews/ Search engine Eniro http://www.eniro.dk/nyhedsoeg/?partnerid=linkguide FinansWatch http://finanswatch.dk/ Danish Ministry of Foreign Affairs http://www.investindk.com Estonian Ministry of Foreign Affairshttp://www.vm.ee/?q=node/169#majandus Medieudviklingen2010 http://www.ejc.net/media_landscape/article/denmark/ * PS: Pictures inthispresentationaretakenfromthe Internet 20.01.2011 Http://persoonibrand.ee SomeEnglishbasedmedia & Resources