TOUR DE DIGITAL

• RELENTLESS PURSUIT TO CONQUER NEW FRONTIERS

• FOCUS YOUR ENERGY TO PROTECT ESTABLISHED BUSINESS

THE MANAGEMENT DILEMMA

THE WRITING ON THE WALL

THE FUNCTION OF CAPITALISM

Source: TNS Gallup, Consumer&Media-study, 04/1 – 13/2. Unit: Daily coverage in population 12+, 12 months average.

Daily coverage (people)

70 % GROWTH IN TOTAL

AUDIENCE SINCE THE

PEAK OF PAPER

-Print audience more than

halved

-Online (vg.no) audience

tripled

-Mobile audience from

«zero» to 1 million in just

five years

AN EXODUS FROM OUR PROMISED LAND

-

1.000.000

2.000.000

3.000.000

4.000.000

5.000.000

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31.000.000

We

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THE READERS ARE GOING MOBILE

iPad 1 launched

in Norway

2011 2012 2013

Kilde: Xiti 2010-2013

NON-LINEAR TV – READY TO CONQUER THE SOFA

Source: Dr. Klikk, internal analytics

THERE ARE MILLIONS OF PAPERBOYS

A HIERARCHY OF RELEVANCE

USE OF DATA – TARGETED ADVERTISING

YOU MUST CONVEY THE CULTURAL SHIFT

15 minutes

Open for everyone

Maximum transparency

Foster disagreement based

on arguments

A NEW PARADIGM

Linear Exponential

Scarcity Abundance

TECHNOLOGY AND EXPONENTIALSISM

5000 B.C. to 2003 A.D.: 5 exabytes

of digital information

2003-2010: 5 exabytes every 2 days

By 2013: 5 exabytes every 10 minutes

Source: Google’s Eric Schmidt Exabyte = 1,000,000,000,000,000,000

News Media Outlook 2013: The Print + Digital Dynamic In Exponential Times

1 LESERE

ANNONSEINNTEKTER

3 LESERINNTEKTER

THREE THRESHOLDS TO PASS

2

OPEN

-VG’s leading window for news

-A national common experience

-An around-the-clock news

organisation

-Always updated

-Useful

-Entertaining

LOGGED IN

- Personal

- Recommendations

- Privileges

- Added value

PAID

- People driven

- Feature

- Inspiration

THREE LEVELS OF ENGAGEMENT

From OPEN to LOGGED IN

On Godt.no, 176 000 SpiD users visited in

September. We can recognise them and

welcome them to engage in the service.

From LOGGED IN to PAID

10% of SPiD users visiting Vektklubb.no are

not paying customers – yet.

Hei Torry,

Vi ser at du er innlogget som SPiD-bruker. Nå får alle SPID-brukere 14 dagers gratis prøvetid på

Vektklubb.no

Ja takk Logg meg av SPiD

Hei Espen,

Vi ser at du er innlogget som SPiD-bruker. Hos godt.no får du en rekke fordeler

om du velger å forbli innlogget med SPiD. Du bl a kan lagre oppskrifter,

diskutere mat og lage dine egen oppskriftsbok.

Hi Torry, we see

that you visit us as

a SPiD user. Right

now we offer all

SPiD users a 14

days’ free trial at

Vektklubb.no

Hi Espen, we see

that you visit us as

a SPiD user. Log

in to save recipes,

discuss cooking

and make your

own cookbook.

SPID HELPS US MOVE CUSTOMERS TO PAID LEVEL

Clearly defined publishing

strategy and content produced

uniquely for VG+ has given

impressive growth.

During 2013 VG+ has grown

from the 40th to the 11th

biggest subscription paper in

Norway. Our ambition is to

become number 10 by the end

of the year.

VG+ ALREADY HAS IMPRESSIVE GROWTH

TRAFFIC DATA

WEB

TRAFFIC DATA

APP

Who are our super users? Who never reads sports? Who reads VG+ when?

Make them ambassadors to

recruit new customers Filter out the sports and offer them

more of what they like

Send mail or push notification with

relevant content when we now they

are in the mood for reading

NEW CRM SYSTEM ALLOWS FOR A PERSONALIZED VG+

CRM-SYSTEM: NEOLANE

NEW REALIZATIONS

• Create unique journalism that cannot be copied

• Away with your gut feeling - you should KNOW what your readers

want to have = analysis!

• What trigger traffic ≠ What trigger sales

• Adopted paper truths ≠ digital truths

• Focus

• Not suppressed by legacy business culture

• More inclined to become profitable

OUR ORGANIZATIONAL APPROACH

TACTUS – NEW INHOUSE AD AGENCY

- Creates innovative html 5 ads

for touch devices (games, high

engaging ads, simple mobile

friendly ads etc)

- Generates 10 % of ad

revenues on VG Mobil

- 7 persons working full time

MITTANBUD.NO – MARKET PLACE FOR SERVICES

- Includes all kinds of service

providers; construction companies,

auto repair shops, lawyers,

accounting and auditing firms, web

developers, printing companies, etc.

- More than 280 000 jobs have been

posted

- Companies are paying to get access

to jobs

E24 DINE PENGER – EVEN STRONGER

− Dominating no.1 position in

online business and finance

journalism

− Building on each brand’s

strengths: Business and

personal finance

− Major push forward in online

journalism for Dine Penger

− Strengthening E24s editorial

profile and commercial

potential

Unique users/week 2013

LAST, BUT NOT LEAST…

NORWEGIANS ARE THE FOREFRONT OF TECH ADAPTION

73 % 85 %

45 % NORWEGIAN

DIGITAL HEAVY

USERS

36%

THE TV

BUSINESS WILL

BE SUBJECT TO

THE SAME

DISTRUPTIVE

FORCES AS

NEWSPAPERS

HAS BEEN

TABLETS

LAPTOPS SMART-

PHONES

Source: TNS Gallup (hhv Infosys TV og Infosys Internett)

Shows how much of the viewing the respective age segments represent

VGTV DOUBLES IN 2014

- Doubling the staff

- Doubling video inventory

- Acquisition of programs, series

and shows

- Big push of news

- Even bigger push of live

- New technology

More content for viewers, more

predictable inventory for advertisers

Boston

Bieber

WHAT TRADITIONAL TV CAN’T DO

YOUR BRAIN IS READY

USING MULTIPURPOSE REPORTERS

FIGHTING IN EVERY WEIGHT CLASS

HEAVYWEIGHT FEATHERWEIGHT LIGHTWEIGHT

- Utilize the major shift from desktop to mobile browsing

- Increase number of paying digital subscribers

- Leverage the revenue potential on paper-based media

- Gain a strong position in the distruptive TV market

- Develop internal organization to support new needs

MAIN CHALLENGES THE NEXT YEARS