how to save your local newspaper with social tools
DESCRIPTION
Presentation at Re:publica, BerlinTRANSCRIPT
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How to save your local newspaper with digital tools?
A Norwegian case:
Origo and A-pressen
Bente Kalsnes
Communication Advisor, Origo
@benteka
http://blogg.origo.no/http://www.flickr.com/photos/timo/10689184/
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Our philosophy:
Use the web in a smart way to improve the printed newspaper (majorty of revenue still in print)
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Underskog (social calendar)
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2581 kommentarer
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How to make a
”journalistic Hawk Sandwich”, aka a digital environment where your
readers want to contribute and share with the local community and the
newsroom?
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We’ve built:
Social network (similar to NING.com); blogging, photo sharing, social calendar
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We’ve built:
Social network for the Norwegian Labour party, My Labour Party
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We’ve built:
Closed social network about traffic safety for young girls
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We’ve built:
Digital hearing site for the Norwegian IT Ministry about internet-related topics
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We’ve built:
Cultural calendars for local counties
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• But now, let’s focus on NEWSPAPERS
• First, a short description of the media market in Norway
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Norwegian newspaper facts
• 230 newspapers in Norway
• 1,6 average - number of newspapers Norwegians read EVERY day
• Financial press support by government (310 mill NOK/ 40 mill euro)
• We’re working with A-pressen, media consortium owning 50 local and regional newspapers
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Absurd circulation numbers:
VG, Norway’s largest newspaper:
344.000
Washington Post:
710.000
(2005)
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Media trends
• Tabloids
• Local newspaper, niche papers
• Regional newspapers
• Online news
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16
Internet access Norway 1996 – 2009Percent
Source: Consumer & Media. http://www.tns-gallup.no/default.aspx?aid=9080712
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(Halogen.no, feb-10)
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Origo fascilitate the media transition from…
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MONOLOG
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DIALOG
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Traditional online news1997 - 2007
Readers’ sites2005 - 2009
Traditional newspapers1757 - 1997
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Readers become contributors… and they talk about what is important for them
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Espen Systad - A-pressen Digitale Medier
Online editorial news vs user created content
Redaksjonene100 nettaviser
A-prs nettaviser publiserer 5.000 saker pr uke
Professional online content
ca 100 news websites
A-pressen’s news sites:
ca 5.000 articles, images,
comments a week
User created content 2006
Twitter 10 Underskog 10.000Origo -Facebook -Blink/Nettby
User createdd content 2009
Underskog 20.000Twitter 105.000Origo 155.000Facebook 2.200.000
Origo-users:
ca 35.000 image, comments,events a week
Origo users are already creating 7 times morecontent than the journalists
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Tools for cooperation
Blogging, image sharing, social calendar, filesharing, etc
Group blogging is common
at Origo
Easy to distribute content to Twitter and Facebook
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The unique things about Origo:
Connected to local communities
Distribution channel (newspapers, Facebook, Twitter)
Role verification
Open and closed groups
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★ 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
Digital tool for the newspapers
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A-pressen’s goal for 2010:
Print 30.000 newspaper pages based on user
created content
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BergensavisenRomerikes BladAvisa NordlandNordlysFirdaSarpsborg ArbeiderbladTelemarksavisaStjørdalens BladLofotpostenRogalands AvisSiste.noTidens KravGlåmdalenOppland ArbeiderbladØstlands-PostenHelgeland ArbeiderbladRana BladRingerikes BladFinnmark DagbladHardanger FolkebladFremoverFirdapostenSmaalenenes AvisLofot-TidendeArbeidets RettKvinnheringenMoss DagbladHadelandNamdalsavisaAkershus AmtstidendeOpdalingenDemokratenHalden ArbeiderbladAura AvisFinnmarkenBygdepostenAvisa NordhordlandAust Agder BladRakkestad AvisEikerbladetGlåmdalenØstlands-PostenEnebakk AvisBergensavisenMalvik-BladetJarlsbergØyeneVestby AvisTvedestrandspostenIndre Akershus BladPorsgrunns DagbladÅs Avis
Local zones
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These people have at least one thing
in common.
They care about something and want
to share it with others.
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Det som gjør Origo spsielt og verdifult
Jølster
Firda.no Papir-Firda
Helen registers an event in a local zone.
Firdas Origo-sone
Fjordaglimt
NettionenNationen Origo sone
Papir-Nationen
Nationen.no
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36
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Web to print
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Boy racing in Firda
.
Foto:Aslakr, Flickr, CC
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First article
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Follow up: Article based on the comments
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The debate takes off
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Jan Herstad, er
previous
mayor
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Frontpage in the
newspaper
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The debate continues on print
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Lørdagsavisa
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Some other examples
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Redaksjonell bruk av debatt
First comment
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1. Started as a blog entry
2. Profiled on the website
3. More debate
4. Good print article
5. More debate
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We ask one simple question We find a hobby metro hobby meteorologist with his own weather station
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Local patriots (song contest) Enthusiastic comments
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Origo:
Mobile verification since 2007
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• Clear rules, journalists should be present in comment section
• Be strict on personal attacts
• Encourage good comments
• Encourage people to add profile picture
How to moderate the online debate
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Manually verified roles
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Comments via Origo, Facebook, Twitter, Gmail• Different levels of registration:
Facebook, Twitter, Gmail, Origo • Highest level of verification – verify
name with Census
Distribute content via Facebook/Twitter
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Thanks!
Bente Kalsnes
Communication Advisor, Origo
@benteka
http://blogg.origo.no/http://www.flickr.com/photos/timo/10689184/