Trends & developments in the Scandinavian market

Poul MelbyeDirector, research & strategy

Who is Poul?Who is Poul?

Director, Research & strategy at Politiken

Advisor to group management at JP/Politikens Hus

Been with Politiken for 12 years

Involved with new media since 1996

Co founder of FDIM/IAB Denmark in 1996

Involved in both on- and offline business development

Who is Politiken?Who is Politiken?

A 122 year old Danish morning quality paper

We started our computerized services in 1975 with an article database - Polinfo

And opened the BBS service Pol On-line in 1994

Today are the 14. largest website in Denmark and the fastest growing newssite

A member of the JP/Politikens Hus group Top three paid for dailies Largest on-line publisher

What is FDIM?What is FDIM?

Association of Danish Internet Media

Trade association of internet publishers Traditional media companies Pure players Tech companies with media activities

Set standards for Traffic measurement Ad formats Trading conditions

Danish chapter of IAB Europe

ScandinaviaScandinavia

Denmark 43 000 km2 5.4 mio. inhabitants Highest point: 171 meters

Norway 385 000 km2 4.6 mio. inhabitants Highest point: 2 469 meters

Sweden 450 000 km2 9,1 mio. inhabitants Highest point: 2 113 meters

Countries with new technologyCountries with new technology

Mobile phones DK: 5.8 mio. subscriptions SE: 9.1 mio. subscriptions NO: 5.1 mio. subscriptions

Broadband connections DK: 1.6 mio. subscriptions (private) SE: 1.9 mio. subscriptions (private) NO: 1.1 mio. subscriptions (private)

Internet penetrationInternet penetration

It is no longer relevant to talk about penetration

In practical everybody have access At home At work In public libraries etc.

We focus on usage

Internet usageInternet usage

Daily internet reach - all

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Denmark Sweden Norway Spain

The largest sitesThe largest sites

No real common trends

Some tendencies Catalog services Portals Classified & bric-brac Newspapersites

The largest sites – week 23 - DenmarkThe largest sites – week 23 - DenmarkDenmark Unique cookies msn.dk 1.820.330 ekstrabladet.dk 1.142.906 dr.dk 1.120.995 krak.dk 1.051.308 live.dk 1.027.339 jubii.dk 974.414 tv2.dk 964.837 dmi.dk 861.675 eniro.dk 768.447 degulesider.dk 672.726 bt.dk 597.781 dba.dk 475.727 politiken.dk 454.155 arto.dk 437.016 jp.dk 351.879 qxl.dk 275.235 forum.dk 255.006 berlingske.dk 252.002 rejseplanen.dk 244.469 dsb.dk 207.126

TV stations very successfull Diverse offerings

Weather forecast

”Quality” news

Established media brands

Dating sites (not in the top)

The largest sites – week 23 - SwedenThe largest sites – week 23 - SwedenSweden Unique cookiesmsn.se 5 381 799Aftonbladet 3 647 972blocket.se 2 726 548Eniro.se 2 028 867expressen.se 1 538 914dn.se 885 386Lunarstorm.se 796 623tradera.com 796 179Passagen.se 780 035svt.se 771 238hemnet.se 752 162Spray.se 698 026blogg.se 656 975Bilddagboken.se 582 824e24.se 571 145SL 562 553SR.se 510 394svd.se 502 656di.se 467 530tv.nu 397 925

”Tabloid” sites Many services –

very many Community – reader

involvment

Community and classified sites

Pure internet brands

Business information

The largest sites – week 23 - NorwayThe largest sites – week 23 - NorwayNorway Unique cookiesvg.no 2.316.425msn.no 2.009.559startsiden.no 1.687.053dagbladet.no 1.569.099finn.no 1.227.580gulesider.no 1.202.915tv2.no 979.092kvasir.no 823.052aftenposten.no 733.459sol.no 683.109nrk.no 590.543start.no 507.744e24.no 500.047abcnyheter.no 417.396kjendis.no 405.820online.no 369.853sesam.no 368.574seher.no 362.542na24.no 352.337dinside.no 316.115

VG in a league of its own

News & gossip sites

Classified

Mix of established & internet brands

Advertising is really taking ofAdvertising is really taking of

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Denmark Sweden Norway

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Total advertising market Total internet advertising Display Classified Catalog Classified/catalog Search Other

Display advertisingDisplay advertising

Be innovative Look at VG

Competent sales staff

Stop ”wild west” sale

Brand or traffic sales?

Classified advertisingClassified advertising

Joint venture sites

Combined sales

Different business models Blocket Dba

Depending on local market

New markets Dating

Catalog advertisingCatalog advertising

Local/regional players

Extended services

Difficult market to enter

SearchSearch

Google dominated

Sesam a brave initiative

A closer look at news sitesA closer look at news sites

Different ways to success Integrated/seperated Old brand/new brands Many services/focused

Different ways to fail Limited access/free access Web version of printed paper/Specific content Holding back news/breaking on-line Wire service/original content

Some of the new ideas at news websitesSome of the new ideas at news websites

Specialised and integrated sub-sites Time out

iByen Business

E24 Consumer

FpnForbruker.no

Retailing On-line shops politiken.dk/plus

Some of the new ideas at news websitesSome of the new ideas at news websites

TV stations Aftonbladet.tv

Blogs VG blog

Communities Nettby

Intelligent games Nyhedsspillet.tv2.dk

Photoslide Politiken.dk

News on the webNews on the web

”Gossip” We are all curios Ekstrabladet.dk

Sport Live events

Breaking news Ungdomshuset (riots in Copenhagen)

”Quality” news

What will be next? A qualified guessWhat will be next? A qualified guess

I believe in … Moderated

discussions More sub-sites

Education, politics, fitness etc.

TV, Tv and tv Micro news/geo

targeting User generated

content More brands

I don’t believe in … User generated

unmoderated contentApart from ….

Radio Many brands

But more than anything ... But more than anything ...

The key to success is to think on-line … In the news room In the sales department In the management group

The key to success it to remember … That internet is not a medium It is a distribution channel with new

opportunities