How to save your local newspaper with social tools
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Transcript of How to save your local newspaper with social tools
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/
Our philosophy:
Use the web in a smart way to improve the printed newspaper (majorty of revenue still in print)
Underskog (social calendar)
2581 kommentarer
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?
We’ve built:
Social network (similar to NING.com); blogging, photo sharing, social calendar
We’ve built:
Social network for the Norwegian Labour party, My Labour Party
We’ve built:
Closed social network about traffic safety for young girls
We’ve built:
Digital hearing site for the Norwegian IT Ministry about internet-related topics
We’ve built:
Cultural calendars for local counties
• But now, let’s focus on NEWSPAPERS
• First, a short description of the media market in Norway
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
Absurd circulation numbers:
VG, Norway’s largest newspaper:
344.000
Washington Post:
710.000
(2005)
Media trends
• Tabloids
• Local newspaper, niche papers
• Regional newspapers
• Online news
16
Internet access Norway 1996 – 2009Percent
Source: Consumer & Media. http://www.tns-gallup.no/default.aspx?aid=9080712
(Halogen.no, feb-10)
Origo fascilitate the media transition from…
MONOLOG
DIALOG
Traditional online news1997 - 2007
Readers’ sites2005 - 2009
Traditional newspapers1757 - 1997
Readers become contributors… and they talk about what is important for them
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
Tools for cooperation
Blogging, image sharing, social calendar, filesharing, etc
Group blogging is common
at Origo
Easy to distribute content to Twitter and Facebook
The unique things about Origo:
Connected to local communities
Distribution channel (newspapers, Facebook, Twitter)
Role verification
Open and closed groups
★ 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
A-pressen’s goal for 2010:
Print 30.000 newspaper pages based on user
created content
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
These people have at least one thing
in common.
They care about something and want
to share it with others.
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
36
Web to print
Boy racing in Firda
.
Foto:Aslakr, Flickr, CC
First article
Follow up: Article based on the comments
The debate takes off
Jan Herstad, er
previous
mayor
Frontpage in the
newspaper
The debate continues on print
Lørdagsavisa
Some other examples
Redaksjonell bruk av debatt
First comment
1. Started as a blog entry
2. Profiled on the website
3. More debate
4. Good print article
5. More debate
We ask one simple question We find a hobby metro hobby meteorologist with his own weather station
Local patriots (song contest) Enthusiastic comments
Origo:
Mobile verification since 2007
• 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
Manually verified roles
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
Thanks!
Bente Kalsnes
Communication Advisor, Origo
@benteka
http://blogg.origo.no/http://www.flickr.com/photos/timo/10689184/