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The future of local news is “civic information,” not “declining legacy systems,” says new report
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Across the sites where it’s currently in use, the company’s purchase prediction model has been able to identify groups of readers three to five times more likely than average to buy a subscription, and advertise offers to them differently.
“This is not a reorganization that is forced upon a publisher. It’s a joint realization that if we join forces we can do more than by operating on our own.”
“Esta no es una reorganización que se le esté imponiendo a un editor. Es fruto de entender que uniendo fuerzas se puede hacer más que trabajando por nuestra propia cuenta”.
“That’s what we want to achieve with the embedded teams: Figure out what really works, and then if we nail it, we scale it.”
The Scandinavian media giant surveyed thousands of its users to figure out characteristics of effective mobile ads. One finding: Static images were more effective than rich media or video ads.
Want a model for news innovation? Look to Scandinavia, where Schibsted is having more success building digital businesses than just about any of its peers. Next on its list: building a web-native TV experience.
In the second part of our series on European models of news industry innovation, Ken Doctor looks at a Norwegian media company that’s expanded far beyond national borders — and found revenue success with online classifieds.
“We may not like them, but they have been absolutely essential in expanding our reach and building our digital business.”
In Norway and Sweden, a survey finds some people won’t pay for online news because the news from their free public broadcaster is good enough. That’s a feature, not a bug.