IFRA XMA Cross Media Awards 2009
 
   Company: Aftenposten Multimedia AS
   Project name: Aftenposten
 
  
  General information about the publication
   Aftenposten is the second largest newspaper in Norway with about 240.000 subscribers. The web site currently sees around 1 million unique visitors weekly. Aftenposten also has a dedicated product for mobile.
  Entry description
   Aftenposten has over the last couple of years taken a number of steps to strengthen the cross-media design of its products. These include: - Redesign of the web site to be more in line with the newspaper - Strengthening of the editorial quality of the web site: "More Aftenposten, more multimedia" - Much more cross-promotion of stories between newspaper and web site - Local Oslo newspaper redesigned to be more in line with the main paper - Redesign of mobile version, including an application for iPhone
  The basic idea of your cross-media design
   Aftenposten has a very strong brand in the Norwegian marked - associated with being a credible and serious source of news. We have concluded that this is our biggest advantage in the market and should be utilized in all media channels.
We want to strengthen the brand in all our efforts across the channels. People should recognize Aftenposten as the source of their news, wherever they prefer to consume our content. This means that the design and editorial quality should recognizable across all channels.
  Used media channels
   Newspaper    Mobile Services
   Online
  The implementation
   The cross-media design and branding strategy has been implemented as the result of a strategy process in 2007 - "The A plan". The strategy set out that Aftenposten would focus on the same, strong brand in all channels. We would focus on strong topical verticals, such as news, travel and local content - but with the same brand name.
"The A plan" has had practical implications for several of our products:
- Our consumer site Forbruker.no ceased to exist and the content was moved into the Aftenposten brand.
- When a new travel site was launched, design and naming was consistent across channels
- The same applied with the relaunch of our local Oslopuls.no site in 2008.
- The front page of our main web site has been redesigned - and is now much more similar in design as the newspaper. At the same time section names were coordinated across plattforms.
- The strategy for the web site was titles "More Aftenposten, more multimedia". One result was to put much more effort into digital storytelling - but in a way that would reinforce the strength of the Aftenposten brand (for examples: http://www.aftenposten.no/spesial)
- Editors have reinforced that ethical and editorial standard should be the same for alle channels.
The cross-media design and branding has been driven by the editor-in-chief who regularly has emphasized the importance of offering our content in two equal channels: Paper and digital.
As a result of the strategy designers for the newspaper and web site are cooperating much more closely than before.
Also each journalist to much more extent than before is expected to work for both channels. Many newspaper reporters regurlarly file stories for the web site, while on the other hand good web stories are also printed in the newspaper. Reader feedback collected on the web site frequently is also printed in the newspaper.
  Image(s)
front.jpg  (89 KB)   
apnofront.jpg  (261 KB)   
mobilfront.jpg  (88 KB)   
innside.jpg  (81 KB)   
amag.jpg  (88 KB)   
logo.jpg  (2 KB)   
  Links
   http://www.aftenposten.no
http://www.aftenposten.no
m.ap.no
  Results of the design & branding implementation
   Aftenposten.no was named "Web site of the year" in the annual and prestigious competition by the Norwegian Association of Media Companies (Mediebedriftenes Landsforening)
We have received consistently positive feedback from readers and advertisers for our branding.
The web site has received quite strong growth in traffic during the last year, while the drop in newspaper subscriptions has been much smaller than for competitors. Probably Aftenposten will regain the position as Norway's largest newspaper by the end of 2009.
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