ItIt’’s all about relevances all about relevance

Some information about usSome information about us

�� Regional Regional newspaper newspaper 150 km 150 km northeast northeast of Frankfurtof Frankfurt

�� 170.000 170.000 circulationcirculation

�� 16 16 local local editions dailyeditions daily

We are in a very traditional businessWe are in a very traditional business

...... which meanswhich means

�� Our companies Our companies and and strategies are built strategies are built on on a high a high price modelprice model

�� We didnWe didn‘‘t t have have to to be be innovative innovative for for decadesdecades

�� We run afterWe run after the the „„big big storiesstories““ like iPadlike iPad

LetLet‘‘s look s look for for relevant relevant stuffstuff

�� What is really our What is really our core competencecore competence??

�� How can we make How can we make our our business business more more simple and robust?simple and robust?

�� Think first about your Think first about your customer relation customer relation and and notnot thethe iPadiPad--AppApp

SomeSome problemsproblems::

�� NewspapersNewspapers & & publisherspublishers still look still look forfor thethebig big „„changechange““ to save to save our futureour future

�� WeWe dondon‘‘t fight t fight enough enough to to make journalism make journalism relevant in therelevant in the interactive worldinteractive world

�� We donWe don‘‘t play an t play an important role asimportant role as thethecommunitycommunity organizerorganizer. .

WhatWhat isis relevant? relevant? (just a (just a fewfew pointspoints))

�� WeWe areare locallocal –– optimizeoptimize thisthis asas good good asas possiblepossible!!

�� WeWe areare partpart of the of the communitycommunity –– letlet‘‘s play a s play a more more active roleactive role!!

�� AdvertisingAdvertising business business needsneeds newnew ideasideas –– and and therethere areare still still somesome leftleft!!

�� Our readers areOur readers are loyal to loyal to theirtheir newspapernewspaper and and should become customers should become customers in a in a broader broader sense.sense.

""HyperlocalHyperlocal" " isis still a still a worldworld--wide trendwide trend. .

EverybodyEverybody talkstalks aboutaboutitit, but, buthardlyhardly anyone anyone putsputs itit in frontin front(and (and offersoffers 150 150 pages pages in 16 in 16 satellitessatellitesper average dayper average dayto 650.000 to 650.000 readersreaders))

WeWe just just startedstarted improvingimproving

National and National and worldworld newsnewsareare still a still a seriousserious partpart of of the the productproduct

But the But the questionquestion isis::„„WhatWhat will will touchtouch ourourreadersreaders tomorrowtomorrow ––and and howhow??““

AskAsk thatthat everyevery day in day in the the newsnews roomroom

This stuff is everywhereThis stuff is everywhere!!

�� Set theSet the agendaagenda

�� Crossmedia Crossmedia is not only is not only about sales about sales –– itit‘‘s s aboutabout thethenewsnews!!

�� TryTry to do to do this this everyevery day in day in youryournewsroomnewsroom

Online five minutes after the judgement

Readers reaction in print next day

Involve Involve people people –– every every day!day!

�� Poor kidsPoor kids fromfrom remoteremoteareasareas dondon‘‘t t getget supportsupport for for the the busbus ticket ticket whenwhen theytheywantwant to finish high to finish high schoolschool..

�� We raisedWe raised moneymoney, , pushedpushedthe the statestate and national and national governmentgovernment..

�� ResultResult afterafter a a fewfew weeksweeks: : 210 210 kidskids gotgot a ticket and a ticket and the the governmentgovernment will will taketakecarecare in the in the futurefuture..

Show Show social responsibilitysocial responsibility!!

�� Second Second largestlargest classicalclassical music music open air in Germanyopen air in Germany

�� At a At a historical historical gardengarden which which was was nevernever used used likelike thisthis beforebefore

�� 25.000 people 25.000 people reallyreally lovelove itit

MakeMake the people the people proudproud!!

�� Open houseOpen houseat a business at a business district district

�� 15.000 15.000 visitors visitors at at ourour press press facilityfacility

�� Made Made money with printmoney with printand online and online specialsspecials

Show Show what you what you do!do!

�� Production Production of of new new cinema adscinema ads

�� Cooperation with local Cooperation with local university university (art (art academyacademy ))

�� Readers Readers were were requested requested to to take take an an active partactive part

�� Hundreds Hundreds of of applicantsapplicants , , five new spots with five new spots with readers as readers as ambassadors for ambassadors for „„ theirtheir ““local newspaper local newspaper

Make readers Make readers to to ambassadors ambassadors !!

�� Casting Casting eventevent with with shopping centershopping center &&BMW BMW dealershipdealership

�� Print and onlinePrint and onlinemedia media packagepackagewithwith pollingpolling , , videosvideos etc.etc.

�� Events at the Events at the shoppingshopping centercenter and and the BMW the BMW dealerdealer

GetGet the the youngyoung onesones!!

�� HNA HNA LocalLocal Festival at Festival at oneone of the of the smallersmallercitiescities

�� Casting forCasting forlocallocal musiciansmusicians , , dancersdancers etc. etc. in in printprint and and onlineonline

�� 7.000 7.000 visitors visitors

�� Special online and Special online and printprint to to makemake moneymoney

IdeasIdeas everywhereeverywhere!!

�� 20 20 years after years after the fall of the fall of the the „„ iron iron curtaincurtain ““

�� Tour Tour alongalong the the former former border with small border with small exposition exposition

�� Reminiscence Reminiscence of the of the turbulent turbulent days days in in November `89 November `89 with with people people who played who played an an important role important role

�� ProductProduct : (N): (N)ostalgiaostalgia --package with products package with products from from East & WestEast & West

Arouse emotionsArouse emotions !!

�� PrintPrint nicelynicely, , price cheapprice cheap, , make make simplesimple

A A littlelittle bitbit aboutabout classifiedsclassifieds!!

�� NeverNever introducedintroduced a new a new formatformat withwith such such a a greatgreat and and steadysteady readerreader feedbackfeedback

""WeWe reallyreally appreciate appreciate thatthat youyou areare a a subscribersubscriber of of ourour paperpaper. . BesidesBesides a a specialspecialpriceprice youyou getget a a yellowyellow underlayunderlay for for freefree."."

German German craftsmen association craftsmen association started started national image national image campaigncampaign. .

We transformed it forWe transformed it for thethe local local businessesbusinesses. .

Sold Sold crossmedia packages crossmedia packages to to more than more than 400 400 companiescompanies..

ResultResult 11: : A solid 6A solid 6--digit revenuedigit revenue

Result Result 22: : New New ideasideas

... and ... and aboutabout videovideo!!

ResultsResults in total?in total?

�� Circulation is stabilizingCirculation is stabilizing

�� 100% 100% increase increase in online in online sales sales

�� Internet Internet traffic increasing by traffic increasing by 50%50%

�� Still Still new ideas every new ideas every dayday

ThankThank youyou veryvery muchmuch!!

Jan WagnerJan WagnerVerlag Dierichs GmbH & Co. KGVerlag Dierichs GmbH & Co. KG

Frankfurter StraFrankfurter Straßße 168e 16834121 Kassel 34121 Kassel –– GermanyGermany

www.www.hnahna.de.de

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