One finding: “Need-to-know material converts (related to how to live your life, understand the world), while nice-to-know (guides, arts, reviews) converts badly but is key for retention.”
“We can’t say that Facebook is destroying democracy, but then have our newspapers collaborate with them very, very closely, and rely on them for traffic and distribution,” Karin Pettersson, Schibsted’s new director of public policy, said.
Non-subscribers visiting WSJ.com now get a score, based on dozens of signals, that indicates how likely they’ll be to subscribe. The paywall tightens or loosens accordingly: “The content you see is the output of the paywall, rather than an input.”
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.
“In the past one or two years, I’ve been reminding colleagues that we are not a newspaper company — we are a media company. The frame of change of mind is very important.”
With its business model squarely built around reader revenue, getting users logged in is a critical step toward payment. So the Times is making a “shift from platform to reader.”
VGTV, an offshoot of the tabloid Verdens Gang, has benefited from Schibsted’s strategy for innovation: separate the new business from the mothership until it is well established, and then reintegrate it back with the whole.
Doctor, Ken. "Newsonomics: In Norway, a newspaper’s digital video startup is now generating more ad revenue than print." Nieman Journalism Lab. Nieman Foundation for Journalism at Harvard, 30 May. 2017. Web. 24 Jul. 2024.
APA
Doctor, K. (2017, May. 30). Newsonomics: In Norway, a newspaper’s digital video startup is now generating more ad revenue than print. Nieman Journalism Lab. Retrieved July 24, 2024, from https://www.niemanlab.org/2017/05/newsonomics-in-norway-a-newspapers-digital-video-startup-is-now-generating-more-revenue-than-print/
Chicago
Doctor, Ken. "Newsonomics: In Norway, a newspaper’s digital video startup is now generating more ad revenue than print." Nieman Journalism Lab. Last modified May 30, 2017. Accessed July 24, 2024. https://www.niemanlab.org/2017/05/newsonomics-in-norway-a-newspapers-digital-video-startup-is-now-generating-more-revenue-than-print/.
Wikipedia
{{cite web
| url = https://www.niemanlab.org/2017/05/newsonomics-in-norway-a-newspapers-digital-video-startup-is-now-generating-more-revenue-than-print/
| title = Newsonomics: In Norway, a newspaper’s digital video startup is now generating more ad revenue than print
| last = Doctor
| first = Ken
| work = [[Nieman Journalism Lab]]
| date = 30 May 2017
| accessdate = 24 July 2024
| ref = {{harvid|Doctor|2017}}
}}
