minna imponen
DESCRIPTION
Presentation at the INMA seminar in Copenhagen "Re-creating Value in An Age of Abundance".TRANSCRIPT
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Helsingin Sanomat : What a Free Web Site and Paid-For Digital Edition Has
Yielded
Helsingin Sanomat
What a Free Web Site and Paid-For Digital Edition Has Yielded
Helsingin Sanomat
• The largest subscription based newspaper in the Nordic region (Circulation weekdays: 412 000, Sunday 468 000). 965 000 readers. Coverage in Finland 22% and in Greater Helsinki Area over 57%.
• NYT- weekly supplement. Weekly guide for entertainment and free time activities. 1,0 million readers. Kuukausiliite – monthly supplement, magazine format, a pioneer in photojournalism and an initiator of debate. 1,4 million readers.
• Online products: HS.fi (1,3 million unique weekly visitors)
• 99% of the circulation is based on subscriptions and
only 1% sold single copies
• Helsingin Sanomat is delivered home before 6:00 am every
morning during the weekdays almost every region of the country.
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Description of the Printed and Digital Package: Combined Subscription (launched in 2006)
Business Logic and Pricing*
7-day subscription
Price Direct costs
229 260
Price Direct costs
Digital paper + archive
265 260 Combined subscription
Cap
ital a
rea
(eur
o)
Margin improvement/ subscription
12 x 3 e/month = 36 e/ subscription
7 days a week subscribers:
3 eur/month + printed paper price (295 eur/ year)
Weekend paper subscribers:
4,5 eur/month + printed paper price
Sunday paper subscribers:
6 eur/month + printed paper price
Non-subscribers:
15eur/month + printed paper price
(180 eur/year)
HS Digilehti – More Content for Combination (print + digi) Subscribers
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www.hs.fi/digilehti
HS Digilehti Part of Combination
Subscription, subject to charge for non- print subscribers (15
eur/month)
Full access only for Combo Subscribers:
• free access to all HS digital archives
• weekly / annual packages of Daily’s news / theme sections(eg. Sports)
• free access to all digital supplements
• HS.fi site including wide variety of content, services, etc.
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HS.fi – Web Site (Free and Open to Everybody)
1,3 million weekly visitors
Weekly visitors of HS.fi web site 2006 - 2009
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• At the same time Helsingin Sanomat (free ) website has managed to increase its weekly visitors from 500 000 to over 1,3M visitors (top 3 most popular sites in Finland)
• iPhone application (free) is the most popular IPhone news application in Finland
Conclusions • Customers are willing to pay for digital content
• It is possible to find good synergies between
traditional printed and digital channels
• So far 1/5th of all HS subscriptions are Combination
subscriptions and the amount is increasing as most of
the new subscription sales include digital paper access
• Totally new approach has shown that it is possible to make
profitable business with paid digital content without affecting
negatively printed newspaper or free web site
• One of the future product development focus areas is
paid digital services
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Kiitos!