


	WAN-IFRA XMA Cross Media Awards 2010





	Company: Herning Folkeblad AS
	Project name: Foreningshosting - Associationhosting





	General information about the publication

	Since the launch of AOH.DK feb. 2009 we have given the reader/user the possibility to sign up as an Local-reporter (Lokalreporter) more commonly refered to as citizen-journalist. The articles written by these LR's is published without filter on AOH.DK and through editorial filter in Herning Folkeblad. This concept had some succes - but we wanted to take our involvement in the areas outside our main city a step further. So we have recently introduced "Association-hosting". This month we started hosting the local clubs and associations for free - with templates and CMS created by our Media-company. Delivered for free. Basically they get four different templates to choose from and these templates can be tweak to their own wishes. Furthermore there is a number of “tools” they can choose from. Ranging from weatherforecaster to calendar. Three very important features: 1) News created on the local association site will automatically be distributed to AOH.DK and the best in Herning Folkeblad 2) A part of the deal is an advertisement network, where we can sell adds on the local association sites. 3) We distribute AOH.DK content by RSS-feed on the local sites

	Entry description

	The free hosting concept is mainly targeted at the associations and sportsclubs in the villages outside Herning. We want to create further loyalty in these areas and get more local content.

	The basic idea of your cross-media local project

	Our idea is to create distribution for our content and the content of the local association. Our content on as many sites as possible and the associations content in our publication. We create create content and deliver chosen local content to our user and readers. This content is both editorial and commercial. With the association hosting we want to retain the loyal local segment - and furthermore reach out to more users and readers in the areas furthest from Herning, were our editorial focus is at the least. Just as importantly by being hyperlocal we wish to get hold of new very local advertisers, that normally dont use our media.

	Used media channels


	Newspaper		Event(s)

	Online		Radio

The implementation

We implemented AOH.DK 1. feb. 2009.
But the association hosting was launch through Beta this june. Most of the sites is still in Beta but will be launched through out the year.
The project is mainly driven by the digital department, but is project that creates content for every product. Online and print and to some degree radio.
The distribution is automated through the media, and is monitored by the digital department.

Image(s)

LR1.jpg (1770 KB)

LR2.jpg (2667 KB)

Links

http://www.aoh.dk/artikler/foraarsrengoering-i-aul ...
http://www.aoh.dk/artikler/nye-gospeltoner-i-herni ...
http://www.aoh.dk/artikler/aarets-pokalmodtagere-i ...
http://www.aoh.dk/artikler/hvorfor-gaa-over-aaen-e ...
http://www.aoh.dk/artikler/atter-dm-guld-til-herni ...
http://hawksafc.dk/

Results of the local project implementation

We have had several hundred citizen-articles. Each has had about 200-2000 views - compared to a normal top-article which accumulates from 600 to 4000.
We have experienced an increased rate of Facebook refereals since introducing the citizen-articles.
Compared to other danish local newspapers which have declined of around 5-6% we have a yearly decline of 2% of subscribers. The citizen-journalism initiative is ofcourse only a small part of this "succes".
As some of the main features is still under development - advertisment, more features, association page at AOH.DK, etc - we are still to see the true fruition of our work.