1. No category

CASE COMPETITION
BY SUITABLE FOR BUSINESS
THE NEWSPAPER POLITIKEN
2013
INTRODUCTION
and of the areas and products that are
The case folder is produced in cooper-
the focus of this year’s case competi-
ation with Politiken’s Department of Re-
Dear Case Participant
tion.
search and the knowledge and material
The following pages should serve as
on the following pages is mainly based
We would like to welcome you to the
a source of knowledge and a starting
on conversations and correspondences
Suitable for Business Case Competition
point for your inspiration and idea de-
with Politiken.
2013 – now it begins!
velopment.
Politiken has been helpful in regards to
giving us access to research and anal-
On the following pages we will give you
How you choose to use this material is
ysis, and in addition we have collected
an introduction to the newspaper Poli-
up to you. It is not a requirement that
our own empirical data in the form of
tiken, as well as its fundamental values,
you refer to the material when creating
smaller interviews and online research.
strengths,
business
or presenting your business idea and
strategies. We will give you an overview
you are welcome to “think outside the
of how the organization is structured
box”.
HOW IT ALL
BEGAN
image to support a slating of a great na-
challenges
and
tional figure of the time.
However this did not stop the ambitious
In 1883 the journalistic duo, Viggo
journalists. Hørup and Brandes allied
Hørup (1841-1902) and Edvard Brandes
themselves with the cashier Herman
(1847-1934), was fired from the news-
Bing (1845-1896) a year later and on
paper Morgenbladet – the political lib-
October 1st of 1884 The Daily Paper
eral party Venstre’s first newspaper in
Politiken was founded in Copenhagen.
Copenhagen. The grounds for dismissal
The circulation amounted to 2.000 cop-
were an article on the Danish theologian
ies a day, each retailing at the price of
and poet N.F.S. Grundtvig, written by
0.05 DKK 1.
Brandes.
Today Politiken is located at the town
The article had a very critical angle to-
hall square in Copenhagen and it is one
wards Grundtvig and it was too big a
of Denmark’s largest and most well-
risk for the political party and its public
known daily newspapers.
http://politiken.dk/om_politiken/ECE600271/en-levende-avis-kommer-til-verden/
Good reading and good luck.
2
3rd April – 5th April 2013
POLITIKEN
AN IDEALISTIC PROJECT
from
the
very
beginning,
Politiken
was to represent a journalistic spirit of social indignation. Both then and
The foundation of valus for
Politiken
On its webpage Politiken char-
The newspaper was intended as an
today the newspaper is character-
idealistic project meant to change the
ized as a radical, social liberal paper.
general views and perceptions in so-
Furthermore, the newspaper had a cul-
ciety by being a democratic opposi-
tural agenda and aimed to represent
tion to the autocratic, conservative
and gather the literary minds of the
newspapers of the time. Politiken was
time and give the authors more room
viewed as a necessity. It was to be a
to unfold their talents in the columns.
it states, is a precondition for
ously and fought with the bigotry of
In 1970 Politiken ended its collabo-
The journalism has to be crit-
the time. The vision was to evoke the
ration with the social-liberal political
Danish citizens’ interest in politics.
party Det Radikale Venstre and it has
newspaper which took politics seri-
since been independent of both politiIt was especially Viggo Hørup who
cal and economic interests ever since
fought for a democratic agenda and
– an independence highly valued today.
acterizes itself as being independent
of
political
parties,
organizations, economic interests, groups and individual influences. This independence,
Politiken’s editorial credibility.
ical, factual, correct and fair.
Politiken stresses its journalistic
respect for human privacy, race,
nationality religion and outlook.
TAKING A TOUR
OF POLITIKEN
On January 1, 2003 the Politiken Corporation merged with the Danish daily
paper Jyllands-Posten and from this
day forward the three leading newspapers in Denmark, Politiken, Ekstra Bladet and Jyllands-Posten have
been published by JP/Politikens Hus
Ltd. – now one of Denmark’s leading
media companies in print, digital and
mobile publishing. The building of JP/
Politikens Hus Ltd. contains the editorial offices of the three aforementioned
newspapers. Even though the papers
share location and organization, they
In the 2013 Suitable for Busi-
are separated and work as indepen-
a safety point that works like a sluice.
ness case-competition it is only
dent units within their own premises.
The strict control and safety system
the Politiken newspaper in writ-
In order to get into the building and up
was established as a precaution in the
ten and all digital forms that is in
on the different floors where journalists,
wake of the threats deriving from the
focus. Besides the printed ver-
administration, sub units and manage-
printing of the so called “Muhammed
sion of the paper, Politiken runs
ment works, one has to walk through
drawings” the 5th of October 2005.
a web newspaper www.politiken.dk avaiable in computer, tablet, and smart phone formats.
3
3rd April – 5th April 2013
THE POLITIKEN
FOUNDATION
tion is among other things to ensure
it states that the editorial staff is ful-
that the newspaper is run as an inde-
ly independent of the board. Further-
pendent radical social liberal newspaper
more the editor-in-chief of Politiken
and a “body of Danish liberalism” (“et
is appointed by the Politiken Founda-
JP/Politikens Hus Ltd. is financed by
organ for dansk frisind”) in accordance
tion, headed by an autonomous board,
private funding; 50 percent is owned
with the past traditions of Politiken.
whose assignment is to protect the
by the Politiken Foundation and the
newspaper’s
editorial
independence.
other 50 percentage is owned by
In 1956, a manifesto was drafted to
Since 2011, Bo Lidegaard, Cand.phil.
the
Foundation.
emphasize the full independence of
in history, has served as editor-in-chief.
The objective of the Politiken Founda-
the editorial staff. Among other things
Jyllands-Posten
”Words can describe and tell. Photographs speak
directly to our senses. That is why the photograph has a central
place in Politiken.”
Thomas Borberg,
Photo-chief.
THE
MANAGEMENT
Munch who is the executive director.
Bo Lidegaard who is the responsible
The management team also includes
editor-in-chief, the editorship of Poli-
the group directors, Jens Bruun and
tiken includes Anne Mette Svane and
Stig Kirk Ørskov and the director of
Lars Grarup. Roy Bruhn-Petersen is in
The management of JP/Politikens Hus
economy, Henrik Schjerbeck. Jørgens
charge of the commercial management.
Ltd. is represented by Lars Henrik
Ejbøl is chairman of the board. Besides
THE FINANCE
scriptions – 93 % of the circulation is sold as
more, it helps keeping the price of the paper
regular subscriptions. The remaining part is
down. According to Politiken, they are not
In 2010, the total earning of newspaper
sold as single copies. The viewpoint of Poli-
business orientated in the sense that there
sales was 600 million DKK, with 70 % com-
tiken is that the ads are laying the ground
is an overriding focus on profit; the news-
ing from the newspaper sales and 30 %
for securing the financial strength to keep
paper just needs to have a stable economy
from the sale of advertisements. The ma-
and continuously improve the journalistic
making it possible to produce good jour-
jority of Politiken’s income comes from sub-
and editorial quality of the paper. Further-
nalistic work, which is its main purpose.
4
3rd April – 5th April 2013
MORE THAN A
NEWSPAPER
Since the 1970s Politiken has been
this
more commonly known by the phrase
meetings and lectures on relevant top-
“More than a Newspaper” 2
(“Dan-
ics as well as publishing unconven-
POLITIKEN AS A BRAND
marks
Poli-
tional books that give rise to debate.
tiken
Levende
is
sticking
Avis”)
to
and
this
by
arranging
public
debate
slogan.
A week before the first copy of Politiken
Put shortly, Politiken wishes to em-
was available in 1884 it was presented
When asked what this self-announced
phasize
as “The body of the highest education
title means to Politiken, the people be-
journalistic quality and that the news-
of the Danish people” (“Organet for den
hind it explain that it describes their
paper is not afraid of opinions and at-
højeste oplysning i det danske folk”).
attempt to engage the readers – both
titudes. They also point out that since
This phrase or way of branding is still
by active debate in the newspaper, but
the previous turn of the century they
used within the company and can thus
also by participating in society in dif-
have supported and arranged fund-
be said to describe the position of Poli-
ferent wawys. They call Politiken an
raising events, most recently to raise
tiken or the image it aspires to have.
activist newspaper and they exemplify
support for refugee children in Syria.
2
high
and
uncompromised
Politikens own translation of “Danmarks Levende Avis”.
JP/Politikens House also owns the three publishing houses; Jyllands-Posten Publishing, Ekstra Bladet Publishing and Politiken Publishing.
The Politiken Publishing house will not be in focus in this year’s case competition.
3
A CULTURAL
PROFILE
vides sponsorship for a series of cultur-
door or in cinemas.
al events such as Politiken’s Audience
Award for the film festivals CPH: PIX,
There has not been advertising on tele-
CPH: DOX, and Buster Film Festival.
vision for quite some years. In addition,
Politiken is known for its cultural pro-
(See much more in appendix 3, Spon-
there is ongoing marketing of Politiken
file and it participates in the support of
sorships and Partners).
on its own media channels. It is empha-
different cultural projects and sports
sized that Politiken does have a lot of
events, such as. the annual Marathon
This presence at cultural events can
readers whom are not paying subscrib-
in the streets of Copenhagen, Zealand
also be understood as a part of the
ers.
Tour by bike, World Out Games 2009
marketing strategy, where the aim is to
(a sporting and cultural event hosted
be involved in and present at events fit-
As you might know, Politiken also has
by the gay community), and “Chris-
ting to the editorial profile and primary
a lot of ”below the line” marketing con-
tiansborg Rundt” which is a swimming
target group of readers. Politiken does
centrated on the sale of subscriptions
event around the Danish parliament, as
not have a lot of ”above the line” mar-
on the street and through telemarketing
well as the annual World Press Photo
keting but runs a campaign one or two
activities.
exhibition. In addition, Politiken pro-
times a year which is primarily run out-
THE MARKET
Several analyses and market research
show that Politiken undoubtedly is the
largest newspaper in Denmark – with
most readers both on weekdays and
Sundays. To your right, you see an illustration of the number of readers on
weekdays represented in thousands.
Fig. 1. Index DK/Gallup Marketing 2+3 kvt. 2012 / Base: 4.772.000 persons (12.084 interview)
5
3rd April – 5th April 2013
Fig. 2.
The figure to your right displays the
number of readers on Sundays.
Index DK/Gallup Marketing 2+3 kvt. 2012 / Base: 4.772.000 persons (12.084 interview)
Fig. 3.
Graphs showing tendencies for people
searching and getting information from
”Politiken” and another big Danish daily
newspaper ”Berlingske” respectively online
via Google the past 8 years.
Why does Politiken manage better
viewing
Politiken
as
a
newspa-
media is becoming increasingly frag-
than Jyllands-Posten and Berlingske
per and began viewing it as a brand.
mented and where the major joint news
Tidene, for example? It is hard to say.
agencies are disappearing. Politiken
According to Politiken, the focus on tar-
has experienced a general move away
its
get groups/audiences and brand val-
from the broad media and toward the
strong position on the market in the
ues means that the newspaper is more
niche media - a move Politiken has tried
later
something
prominent in the minds of the consum-
to follow by becoming “the largest niche
to do with the fact that it stopped
ers which fits well with a time where
newspaper” on the market, so to say.
Politiken
itself
years
points
might
out
have
that
POLITIKEN IN GOOD AND BAD
Positive aspects about Politiken
Negative aspects about Politiken
Opinions on politiken.dk according
according to former subscribers
according to former subscribers
to former subscribers
• It is serious and reliable
• It is not authentic enough
• It is fast
• It is very good in cultural content -
• You don’t feel personal and emotion-
• It is for quick orientation
acknowledging and open
al engagement through the paper
• One skims - not for reading a lot
• It is accessible and not shallow
• It has a predictable intellectual atti-
• It is not as foreseeable as the pa-
• It presents a (opinion-) universe that
tude
per-edition
is agreeable
• It is condescending towards the
• It is a matter of habit
• It has significant sections
provinces
• It has made it easier to reduce the
• It is humanistic
• It is self-glorifying
subscription on the paper-version
• It jumps right on board on the media
agenda
6
3rd April – 5th April 2013
CHALLENGES
OF THE FUTURE
same manner, namely subscribers.
Politiken contends about their own business that they actually didn’t change much in the
way they run things since the first paper was printed in 1884 – they still focus on publish-
Although the newspaper has a strong
ing a newspaper of high quality. However, even though Politiken might not have changed
brand, loyal readers and a stronger po-
much since it was founded, the competitive landscape is indeed changing and it is par-
sition on the market compared to its ob-
ticularly the younger generations of readers that Politiken is having difficulties reaching.
vious competitors, the number of readers is still steadily declining day by day.
The average age of a Politiken reader is 51 years.
As is the tendency in general, Politiken
is experiencing a downfall in circulation
and readers. The reduction is not as
noticeable as it is for Jyllands-Posten
or the competitor Berlingske Tidende
but the loyal readers are getting older
and the younger generation of readers doesn’t automatically follow the
same path as the older generation
in becoming regular readers in the
Fig. 4. Index DK/Gallup Marketing 2+3 kvt. 2012 / Base: 4.772.000 persons (12.084 interview)
The Politiken department of research has
younger generations, Politiken has a
their importance for democracy. Poli-
done much research and gathered a lot
few initiatives pointed towards primary
tiken has also recently begun to in-
of knowledge regarding who Politiken’s
schools. The project “The editorial of-
crease its editorial cover of the primary
readers are and who they are not. Thus,
fice” 4
school as well as the higher educations.
there is a clear focus on research but
itorial office that guides teachers and
not much focus on development. This
students through the process of writing
means that they have a well-defined pic-
and “publishing” their own newspaper.
ture of their challenges in terms of grab-
Furthermore, Politiken participates in
bing the attention of the younger gener-
the project “The Newspaper in Educa-
ations, but few specific plans as to how
tion” 5 (“Avisen i Undervisningen”) which
to change this tendency, nor a distinct
is the Danish newspapers’ contribution
focus on creating ideas on the subject.
to the educational world. The focus of
(“Redaktionen”) is a virtual ed-
this project is to educate students in
When it comes to reaching out to the
4
http://www.politiken.dk/skole/
5
http://www.aiu.dk/
According to Politiken the
above mentioned future challenges especially give rise to
following question:
“How can Politiken assume a stronger position in relation to the generation of readers under the age of 40?”
the role of newspapers and press and
”Politiken, what else would enrage you – every morning?”
Bo Lidegaard,
Resp. Editor in Chief.
7
3rd April – 5th April 2013
CHANGE IN
MEDIA
CONSUMPTION
dia which are often used simultaneously.
over. According to Politiken, the media
News is available on-line at any time
today is much more niche with a lot of
and the newspapers are no longer con-
media targeting more narrow but pre-
sidered the most indispensable news
cisely defined target groups 6. Is it bet-
media. The answer to this challenge
ter to have a small and loyal fan base
One of the biggest challenges that the
might be digital newspapers such as
than a large and disinterested mass
traditional media outlets, such as news-
politiken.dk but the willingness to pay
audience? This challenge also ap-
papers, is facing is that our consumption
for the digital platforms is far from en-
plies to Politiken, but if you ask them,
of media has changed completely and
couraging, Politiken tells. The time of
the declining number of readers also
consists of many different forms of me-
the large and broad media seems to be
sharpens the reader profile of Politiken.
6
http://www.politikenannoncer.dk/14646/15/12%20Politiken%20-%20den%20store%20niche
INSIGHTS FROM THE CHIEF OF TELEMARKETING, POLITIKEN:
The hardest job is to sell subscriptions
to the youngest; 18-30 years. This is
because they are used to getting it all
for free. And of course, being under
education they have difficulties spending money on subscriptions. It is mostly the money that they mention as the
abstacle.
There are about 80 phoners who call
in order to sell subscriptions and then
those who sell them on the streets.
Some of the best arguments to present when calling young people is the
InTheCity section (iByen) where they
buy access to a lot of experiences (e.g.
with the Politiken Plus. A membership
to Politiken Plus gives access to discounts on concerts, travels and quality
products).
The biggest barrier to getting young
subscribers is that they have to pay for
it at all! They have to get used to the
fact that journalism costs money.
Actually, until lately it has not been legal
to sell anything but paper copies over
the phone but not long ago the electronic version got accepted too. This
reveals something about the electronic
versaion not being fully regarded as a
newspaper. It is more “real” to have the
paper copy.
INSIGHTS FROM A YOUNG PHONE SALESMAN OF POLITIKEN SUBSCRIPTIONS:
The most common reason for young
people not to become subscribers is
time.
A great barrier is that they feel obliged
to read the paper from front to back every day if they have a subscription. It is
almost like a duty and some feel bad
if they are spending money on something they are not using fully.
Some regard it as old fashion to read
papers and they don’t have the habit of
doing so. They are more used to using
their smart phones all the time.
In general, the young people don’t
have the culture of reading the paper
and drinking their coffee in the morning
- they use their phones, check mails
etc.
The rhetoric in the paper is seen by
some as superficial compared to the
reading most of the young readers do
in their studies. The Politiken segment
is defined as educated people but
some feel that it weighs more to read
articles of science instead of simplified
news in papers.
Young people are the hardest to sell
subscriptions to and it is even harder
to reach those who have never had a
subscription before.
8
3rd April – 5th April 2013
THE PROFILE OF THE TYPICAL POLITIKEN READER OF TODAY:
Politikens own analysis of readers:
Politiken characterizes its loyal readers in its primary segment as “the modern community-oriented” (“de moderne fællesskabsorienterede”).
This type of profile covers 48% of the readers and can be characterized as a person who takes an interest in politics, art and culture,
new technology, ecology and the environment. This type of Politiken reader is interested in traveling the world and in using the cultural
offers of Copenhagen. He or she wants to be challenged on his or her knowledge and participate in actual debate.
This characterization of the reader is not representative for all readers of Politiken, but it is a well-defined target group and Politiken
has strong focus on this specific group.
RESEARCH ON
THE POLITIKEN
READERS
Fig. 5. Female readers.
Analysis from TNS Gallup shows that
Politiken has the largest percentage
of female readers compared to other
newspapers.
Index DK/Gallup Marketing 2+3 kvt. 2012 / Base: 4.772.000 persons (12.084 interview)
Many of the Politiken readers are fur-
more time on the newspaper and less
On the figure below you can see how
thermore well educated. 56 percent of
time on almost all other media com-
many minutes the readers of each
the readers have a higher education and
pared
newspaper uses on reading their news-
as consumers they can be character-
to the rest of the population. They are
paper per day.
ized as being very conscious of quality;
dedicated and 58 % solely reads
analysis implies that 61 % of the read-
Politiken and no other newspapers.
ers are willing to pay more for products
Fig. 6. Minutes of reading.
of extra quality.
Most of the Politiken readers prefer the
non-commercial TV channels such as
DR1, DR2 and TV2, but what is more
interesting is that the readers spend
a lot of time reading each day.
The typical readers of Politiken spend
Index DK/Gallup Marketing 2+3 kvt. 2012 / Base: 4.772.000 persons (12.084 interview)
9
3rd April – 5th April 2013
Seen in the light of the mini interviews presented on the next page, it seems that many young readers don’t feel they have the time
to read a newspaper each day. Either that or they don’t prioritize it – they can keep up in other ways?
In the illustration below, it is evident that the newspaper is most popular in the Copenhagen area.
Fig. 7. Geographic overview of readers
• Politiken (H)
• Berlingske Tidende (H)
15.000
5.000
9.000
2.000
As you can see Politiken has a very clear pic-
34.000
ture of the profile of its current readers and
an eye for this target group in its journalistic
10.000
22.000
8.000
20.000
10.000
work and activities. But what about the new
222.000
readers and the challenge of getting a hold
182.000
they able to identify with the same interests
on the younger generation of readers – are
and news themes? And would going in a
new direction mean losing the loyal readers?
28.000
26.000
You can read more about reader numbers in
appendix 1.
WULF
MORGENTHALER
Translation: Politiken-reader having a breakdown caused by stress
“I cannot take it anymore. I HAVE TO go see “Amour” by Haneke and defend Ai Wei Wei’s rights and buy a wooden designer monkey by
Kay Bojesen and a lot of Skyr, and then I cannot get a hold on all the different politically correct labels on commodities at all…the Swan
label and the Fairtrade label and the E-label! And the flower… And Max Havelaar! ARGHHHH! And…Joachim B. Olsen…is stupid!”
10
3rd April – 5th April 2013
INTERVIEWS:
1 - 4 OF 6
Mini-interview with young non-Politiken subscriber
Mini-interview with young Politiken subscriber
Do you pay for your news and why?
If you were a news-media, which one would it be?
Yes, through license fee. And we have a subscription
Ingeniøren or Weekendavisen
for the Danish weekly paper Weekendavisen. In the
From where do you get your daily news?
weekends there is time for reading newspapers, and
Printed news loose relevance after approximately 12
I like that it has more than just fast news.
hours, according to me, so I get my news from bt.dk
How will you describe your news habits?
and politiken.dk - the former is better structured, the
If I’m busy news is less important - I can definite-
latter is better journalistic and in proof. Weekenda-
ly live without. Other times it gets a habit to watch
visen stands for knowledge.
news every evening, especially if there is a special
How will you describe your news habits?
case that has my attention.
Most breaking news carries no value for me. In
Why don’t you have a subscription to Politiken?
depth articles about social tendencies, campaigns,
Partyly out of economic reasons, partly because I
culture, technical and socio-technical analysis on
wouldn’t get to read it every day, because of busy
the other side are valuable.
mornings.
Why do you have a subscription to Politiken?
It is actually not intentionally; I spemt more time on
their webpage than with their paper in my hand.
Mini-interview with young Politiken subscriber
If you were a news-media, which one would it be?
A newspaper.
From where do you get your daily news?
Online and paper, because of bad quality of news on
TV.
Why do you have a subscription to Politiken?
I love to read the paper while eating my scrambled
eggs Saturday morning and in that situation I feel
that Politiken gives me all the kinds of information
that I want.
Mini-interview with young Politiken subscriber
If you were a news-media, which one would it be?
The Guardian or The Economist
From where do you get your daily news?
Twitter, Flipboard, RSS, Reddit, and all applications,
that go over the iPhone or iPad. It is easy and fast,
and I get (almost) only news that I’m interested in.
Do you pay for your news?
I’m happy to. But only if it gives me something that I
can’t get anywhere else.
11
3rd April – 5th April 2013
INTERVIEWS:
5 - 6 OF 6
Mini-interview with young Politiken subscriber
Mini-interview with young Politiken subscriber
If you were a news-media, which one would it be?
If you were a news-media, which one would it be?
Reddit; user-driven, anarchistic and non-commer-
It shouldn’t be one that is printed!
cial
From where do you get your daily news?
Do you pay for your news?
General news from politiken.dk, or the Politiken app
No, that is not necessary in order to find what I’m
on my iPad. Tech-news I get from blogs.
interested in.
Do you pay for your news?
How will you describe your news habits?
Not really. I have a wealthy uncle who has a sub-
There are specific subjects I want to know about. If I
scription and he doesn’t mind sharing his subscrip-
read general news it is more for passing time.
tion-number. If I wasn’t a student I would probably
pay for a purely digital subscription, because I like
Why do you have a subscription to Politiken?
the user experience of reading on iPad instead of
I like the cultural elements and the longer series of
web.
articles. The first section I almost never read.
How will you describe your news habits?
In periods I read newspapers every day, other times
I forget that there is a world around me and thereby
forget the paper.
Why do you have a subscription to Politiken?
Politiken according to me is one of the best big
newspapers; maybe I think that because it was the
one I grew up with.
THE PRODUCTS
OF POLITIKEN –
ON PAPER AND
ON TABLETS
Even though Politiken says about its
main product, but technology and new
own business that it hasn’t changed
media paths have made it possible and
much in the way it is run things since
necessary to change the format of the
1884 and that its focus still is to primar-
paper into electronic versions to meet
ily publish a newspaper, the essence
the need of the consumers and stay
being the same, the product appears
in a strong position on the market.
to be in a more modern shape. The
(See prices on subscription products in
printed version of the paper is still the
appendix 2).
12
3rd April – 5th April 2013
THE WEB MEDIA
A popular division of the media market today is web-media and news-applications. In Denmark, the web-media
is mostly financed by advertisements
and are free of charge for users,
whereas
the
news-applications
for
mobile media can be both financed
by advertisements or by user fees.
As mentioned earlier, Politiken runs
both a printed version of the paper and
the web newspaper www.politiken.dk
as well as a line of internet sites e.g. ib-
The Politiken Plus Universe
Stated on Politiken’s webpage:
“Politiken Plus - an offer for loyal readers. The Plus-card is an
extra plus for Politiken’s readers. The card is part of your
subscription to Politiken and
offers access to discounts in a
variety of museums, cafés and
restaurants, as well as on products, design, clothing, wine, art
from the gallery of Politiken and
much more.”
yen, tjek, Politiken TV and Turen går til.
IN THE CITY
(IBYEN)
The success of InTheCity (iByen).
iBYEN offers cultural information and ratings of
concerts, film, theatre, events etc. The initiative to
iBYEN became a much bigger success than imagined especially for young people. The iBYEN-success might be regarded as an example of the difficulty Politiken somtimes has in assessing which
approaches to have in order to meet the needs of
its readers - the concept didn’t take too long to
create but it meant the world to the readers.
The primary competitors of Politiken’s web-media are actors that too publish on other platforms, such as newspapers and
TV-channels that are financed through public aid. Politiken and its competitors have all experienced a large growth in numbers of
users in this arena.
”The best stories are about people.
They can be horrible. And they can be
fantastic. That’s life, that’s the newspaper. And it is never indifferent.”
Bo Søndergaard,
inland editor.
13
3rd April – 5th April 2013
Politiken’s
main
web-page
(politiken.dk) lies a little ahead
of Jyllands-Posten (jp.dk) when
talking about users and page
views.
However,
both
Poli-
tiken’s and Jyllands-Posten’s
main-web-pages have double
the amount of users and page
views as Berlingske Tidende
(berlingske.dk).
Ekstra
Bla-
det also has a particularly high
number of visits.
Fig. 8. Visits per week, Politiken.dk and its closest competitors, 2003-2010.
Fig. 9. Average weekly page views and users among Politiken and its closest competitors, 2010.
BANNER AND
POLITIKEN APPS
and 275 DKK per month in subscription.
The usage of the news app and eAvisen
was at its highest just after its launch and
fell to a stable, yet rather low, level after
In 2010 Politiken’s earnings on ban-
a few months. Today the news-app has
ner-advertisements were more than 30
approximately 3000 active subscribers,
million DKK. This corresponds to approx-
most buying a monthly subscription,
imately 3 % of all banner-ads in Denmark.
while eAvisen is downloaded for free less
The same year Politiken launched a
than 1000 times per week by users who
news app for iPhones, which is sold as
are already monthly subscribers and 150
a subscription for 12 DKK per month or
times by users paying per download.
135 DKK per year. This has since been
discontinued. Furthermore a 1:1 version
of the electronic newspapers (eAvisen)
was launched free of charge for existing
subscribers or sold for 18 DKK per paper
14
3rd April – 5th April 2013
Fig. 10. The development of the usage of Politiken’s news-app and ePaper (eAvis) since launching, 2010/2011.
POLITIKEN’S OWN PROSPECTS FOR PRODUCTS
If things continue at the rate they are
Politiken newspaper will experience
The Politiken web-media’s income
currently going, Politiken envisions its
a reduction in circulation of approx-
from advertisements will grow by 60
position in the year 2015 as looking like
imately 3200 copies. This will mean
% in the period from the year 2010
the following based on expected struc-
a reduction in the newspaper’s turn-
to 2015.
tural development (without taking me-
over on 17 % from year 2010 to 2015.
dia development in general into consideration):
Politiken Plus will experience a
Overall, Politiken will experience
The portion of Politiken’s turnover
growth of 100 % within the afore-
a reduction in turnover on 6 % in
from printed newspapers, will drop
mentioned period.
those 5 years.
from 89 to 79 percent, whereas the
turnover from the web-media will
grow from 5 to 8 percent and the
Politiken Plus will grow by 13% 7.
7
The future forecast and analysis is carried out by Politiken’s Department of Research.
”We never compromise the fact that
journalism has to be free, critical and
credible. We insist.”
Anne Mette Svane,
chief editor.
15
3rd April – 5th April 2013
A SELF-PROPOSED
SOLUTION TO THE
FUTURE CHALLENGES IS “PAYWALLS”
for a limited number of visits, eventually
paywalls do not include the front page
being faced with a paywall (i.e. on the
of politiken.dk, the internet site ibyen.dk
tenth visit) asking the user to pay in or-
and service pages in general.
It is the reality for almost all newspa-
that the experiments with paywall solu-
Politiken regards the question of the ef-
per companies that it is difficult to get
tions will continue.
fects of paywalls to be dependent on at
enough paying users on web-media
Politiken has chosen to distance them-
least three factors:
forums in order to finance the costs
selves from the term “paywalls” and use
(1) to what extend can user-friendly
of producing original digital materi-
the term “Digital subscriptions” instead.
payment solutions develop. (2) The me-
al. That is why more and more me-
Before summer of 2013 Politiken will in-
dia-companies’ abilities to produce me-
dia-companies are exploring the pos-
troduce a digital subscription on politik-
dia that the users want to pay money
sibilities of using so-called paywalls
en.dk which is the same model as used
for, and (3) the amount of comparable
– apparently without noticeable suc-
on the website of the New York Times.
media content being available for free
cess so far, with the exception of cer-
This means that the first 25 news arti-
online.
tain business oriented publications.
cles are free each month and hereafter
What is a paywall?
A pay wall is a system that prevents
der to enter.
It has been decided that Politiken will
In the light of the continuous reductions
definitely introduce this paywall system
in circulation and limited income from
by the end of May.
banner-advertisements, it is expected
you will have to subscribe to get access
In relation to the last point there are no
to the articles. The price will be 44 DKK
forecasts that imply that publicly sup-
per month and 66 DKK per month if you
ported media companies, such as DR
wish to be a member of Politiken Plus.
or TV2, will experience new restrictions
users from entering a site, in this case
in their digital activities.
a news-site, without paying a certain
There are some exceptions that are
amount of money in order to see its
worth mentioning, for example the sub-
content. A variation of the idea is that
scribers of the printed newspaper hav-
a user might have free access to a site
ing a digital subscription included. The
ANOTHER FOCUS
OF POLITIKEN IS
ON MOBILE
DEVICES AND
MOBILE MEDIA
using mobile platforms for media con-
to this question is that it depends on
tent – at least if it is free. That is why
different developmental steps: (1) the
all the major media companies have
distribution of mobile devices, (2) the
launched web media and applications
willingness of the users to pay, and (3)
for smart phones and tablets. Accord-
once again, the amount of comparable
ing to Politiken, what characterizes
media content being available on mo-
these strategies is that they are some-
bile devices for free. Optimistic consult-
what experimental and no one seems to
ing companies predict that one in ev-
It was not until Apple introduced its iP-
have been able to finance the expenses
ery four Danes will own a tablet or an
of the development and what it costs to
e-reader by the year 2015.
hone that the use of media became mobile in reality. Other producers of smart
phones would soon enough follow the
lead of Apple. However, Apple took it
to another level by launching the tablet
iPad that proved to be very suitable for
communicating different kinds of media
content.
Research in the area points to the fact
that media users are very interested in
run them. Of course this doesn’t mean
that we won’t see more experimentation within this area or that more and
more media launching won’t be directed towards smart phones and tablets in
Denmark.
The question is therefore to what extent
will media directed towards mobile platforms will pay off? Politiken’s answer
16
3rd April – 5th April 2013
AN EXAMPLE
OF A PAYWALL
SUCCESS
subscribers of the printed circulation.
week to get full access to all digi-
Today the Financial Times has 3.5
tal content across web and mobile.
One of the newspapers which have had
.
Events section as a “Financial Times
success with paywalls is the Financial
The paywall on the Finacial Times
Live” which means that the section
Times. In July 2012 they experienced
site means that the reader can try
relies on live video-streaming, webi-
that digital subscribers increased by
out the site for a month for 1 pound
nars, a video archive and twitter chats.
18 % and exceeded the number of
and from then on pay 9 pounds per
8
million
bile
Web
App
devices
imately
30
users
account
%
of
and
for
FT.com
mo-
approxtraffic 8.
Furthermore,
the
Financial
Times
has re-launched its Conferences and
http://thenextweb.com/media/2013/02/25/the-fts-digital-subscriptions-pass-print-for-the-first-time-in-2012/
CREATING NEW
BUSINESS IDEAS
If Politiken were to pinpoint an area of fo-
ate with each other in creating a busi-
cus it would be the previously identified
ness idea or future vision for Politiken.
present and future challenges regarding the younger generations of readers.
Dear Participant, we hope that the
We wish you good luck and look
forward
case material has awoken your curios-
Now the time has come to set your
ity and desire to take up the challenge.
mind free, get inspired and cooper-
to
OVERVIEW OF APPENDIXES
APPENDIX 1.
Reader and circulation numbers
Circulation**
Reader Numbers *
Weekdays
98.735
356.000
Politiken
Sundays
124.603
433.000
Politiken
*
Index DK/Gallup Marketing 2nd half year 2012
**
Dansk Oplagskontrol
Politiken.dk
*
Users*
Number of views*
841.332
49.201.472
http:\fdim.dk/statistik, oktober 2012
hearing
your
ideas!
17
3rd April – 5th April 2013
OVERVIEW OF APPENDIXES
APPENDIX 2.
Subscription type
Price
Politiken. (incl. e-avis)
Price 1.248 DKK
Monday - sunday for 3 months
Single sale price 2.450 DKK
Weekend subscription. (incl. e-avis) Politiken
Price 299 DKK
Saturday - sunday for 6 weeks
Single sale price 409 DKK
Student subscription. Politiken paper + e-avis
Price 624 DKK
Monday - sunday for 3 months
Single sale price 2.450 DKK
Student subscription. Politiken e-avis
Price 425 DKK
Monday - sunday for 3 months
Normal price 425 DKK
Student weekend subscription. Politiken e-avis
Price 290 DKK
Friday – sunday for 3 months
Normal price 290 DKK
Student subscription. Politiken paper + e-avis
Price 424 DKK
Friday – sunday for 3 months
Single sale price 1.193 DKK
E-avis all week for 12 months
Price 2.998 DKK
E-avis try-out subscription
Price 149 DKK
Normal price 340 DKK
OVERVIEW OF SPONSOR- AND PARTNERSHIPS 2013
Last updated 21.02.2013
FILM AND PHOTO
•
CPH PIX (film festival)
11. – 28. April 2013
•
Buster Film Fesitval
12. – 22. September 2013
•
CPH:DOX (documentary festival)
31.October – 10. November 2013
•
DOX:BIO (cinema club)
Every second month 2013
•
Copenhagen Photo Festival
6. -16. June 2013
•
World Press Photo
3.– 30. October 2013
•
Photo Exhibition in Forum
25.-27. October 2013
18
3rd April – 5th April 2013
SPORT AND EXERCISE
•
Løberen (a runners’ shop)
Discount agreement
•
Oure Skihøjskole (skiing school)
January and March 2013
•
UWCT Copenhagen Gran Fondo
10.-12. May 2013
•
Politiken Mini Marathon
18. May 2013
•
Nykredit Copenhagen Marathon
19. May 2013
•
Tøserunden (running event for women)
1. June 2013
•
KMD 4:18:4 Odense (triathlon)
25. May 2013
•
KMD 4:18:4 Aalborg (triathlon)
15. June 2013
•
KMD 4:18:4 Aarhus (triathlon)
22. June 2013
•
KMD Challenge Aarhus (triathlon)
23. June 2013
•
KMD 4:18:4 Copenhagen (triathlon)
15.-16. August 2013
•
KMD Challenge Copenhagen (triathlon)
18. August 2013
•
Politiken Cup (chess)
27. July - 4. August 2013
•
Christiansborg Rundt (swimming event)
24. August 2013
•
Årets fund (sports price)
Ultimo December
LITERATURE
•
BogForum (book fair)
8. - 10. November 2013
•
Litteraturprisen (literature price)
March 2013
•
Krimimessen (crime novel fair)
March
•
Vild med Ord (Aarhus)(word festival)
September (possibly)
ART AND MUSEUMS
•
Cph. Int. Sand sculpture festival
26. May - 4. August 2013
•
Golden Days
6.-22. September 2013
•
Art Copenhagen
13-15. September 2013
•
Louisiana – Media partner agreement
All year
•
Statens Museum for Kunst (art museum)
Media partner agreement
All year
EDUCATION
•
Skriv til avisen (write for the paper)
Week 44 2013
•
Gi’ en historie (give away a story)
October-November 2013
•
Skolemessen (Roskilde) (School fair)
6.-7. March 2013
•
Skolemessen Aarhus (School fair)
10.+11. April
•
Skoleskak (School chess)
Week 6 2013
19
3rd April – 5th April 2013
MUSIC AND THEATER
•
Vinterjazz
(winter jazz)
1.-17. Febuary 2013
•
Copenhell
Festival
14.-15. June 2013
•
NorthSide Festival
14.-16. June 2013
•
Roskilde Festival
4. – 7. June 2013
•
Copenhagen Jazz Festival
5. - 14. July 2013
•
Copenhagen Opera Festival
26. July - 2. August 2013
•
Koncerthus – media partner agreement
All year
•
Mogens Dahl Koncertsal – media partner agreement
All year
•
Jazzhus Montmartre – media partner agreement
All year
•
Jazzhouse – media partner agreement
All year
•
Det Kongelige Teater – media partner agreement
(Royal Theatre)
All year
DESIGN AND ARCHITECTURE
•
Blickfang (Design Exhibition)
8.-10. November 2013
TRAVEL
•
Rejsedage i Politikens Hus (travel fair)
2014
FOOD
•
Copenhagen Cooking/Nordic Taste
23. August – 8. September 2013
SOCIETY
•
Affaldsindsamling (garbage collecting)
21. april 2013
•
Kulturhavn (habour festival)
2-4. august 2014
•
Zoologisk Have (Zoo)
2013
DEBATE
•
Folkemødet på Bornholm (public meeting)
3.-16. June 2013
•
DM i Battle (championship in battling)
May 2013
3rd April – 5th April 2013
A GREAT THANK YOU
TO OUR SPONSORS AND SUPPORTERS:
CASE WRITERS:
Jill Stephanie Hellesen
Claudia Bagge-Petersen
LAYOUT:
Frederik Lauridsen
THANK YOU:
Politiken, especially the Department of
Research, Poul Melbye, Stig Ørskov,
Roy Bruhn-Petersen and the Suitable for
Business team
20