


	WAN-IFRA XMA Cross Media Awards 2010





	Company: AB Dagens Nyheter
	Project name: DN Live





	General information about the publication

	Dagens Nyheter ( DN ) is the largests morning daily newspaper in Sweden. Established 1864 Circulation: 316200 Reach: 883000 Webb: 1,4 million unic visitors/ week Mobile: 45000 unic visitors/ week

	Entry description

	DN live creates loyalty The Swedish morning daily Dagens Nyheter (DN) was going against the trend and increased the number of subscribers with more than 10 % on a decreasing market. The winning formula is spelled “DN live”, an initiative based on interactivity with the subscribers. In the hardening market situation for dailies all over the world, and Sweden is not exception, you need to be creative in order to keep on top of the competition and maintain a large number of loyal readers. The objective for Dagens Nyheter was not only to keep a status quo in a decreasing market, but increase loyalty among existing readers, and to attract new ones. For that the Swedish daily decided to create a fourth channel after the ones already existing; print, web, and mobile. That channel was going to be a meeting place in real life between Dagens Nyheter and its readers. They called it “DN live”. Johan Othelius, circulation manager at Dagens Nyheter, explains: “We wanted to meet and interact live with our readers, in order to become more visible and personal, and through this increase loyalty to the brand. This could involve putting a news desk in a public space, or by giving the Stockholmer new perspectives around a topic when offering subscribers activities like guided tours to explore Stockholm underground, or a walk around the roof tops of the old town, or a debate about foreign policy.”

	The basic idea of your cross-media local project

	·What is the basic idea of your cross-media local project? -The idea behind this concept is to meet and interact live with our readers, in order to become more visible and personal, and through this increase loyalty to the brand. What was the purpose of implementing this? -Establish a fourth media channel, on top of print, web and mobile, where the readers meet DN live and to increase loyalty among existing readers Which audience segments did/do you want to target? -In order to succeed with the local project objectives we wanted to find activities that both reach large audiences live and at the same time attract news coverage from TV media. Do you intend to attract new customer segments or is it more a tool to retain existing customers? -Both

	Used media channels


	Newspaper		TV

	Merchandising		Event(s)

	Mobile Services		Online

	CD/DVD		Web-TV / Video

The implementation

Since when do you implement your cross-media local project?
_Since 2009 when the DN Live project was launched
Which department(s) is the driver of setting it up?
-Marketing, sales and circulation department
How do you use and connect the different media channels?
-The “admission ticket” to these activities is the DN card (a membership card for DN's loyalty program) and for some activities we charged an additional fee. We use all of our own channels such as mobile, web, print and other external channels such as TV and Radio to promote DN Live.
Is it consistent across all channels?
-Yes
Why?
-Each of our activities has a well built concept which easily could be adapted to any of the channels

Image(s)

Front Newspaper.pdf (426 KB)

Inside page.pdf (145 KB)

Mobile page.pdf (108 KB)

DN.jpg.zip (23 KB)

Links

www.dn.se
mobil.dn.se

Results of the local project implementation

A.Establish a Fourth Channel where our readers meet DN live.
-DN Athletic Games – 12,000 people attended the competition live and 900,000 watched it on TV.
-DN Foreign News Games – over 500,000 people attended the digital photo installation and 370.000 watched it on TV.
-DN Outdoor Concert – over 30,000 people attended the outdoor concert. It was the largest free outdoor concert in the Nordic countries 2009. It also attracted an audience of viewers on TV.
-DN Stockholm Goes Underground – attracted approximatly 5,000 people
-DN Stockholm From Above – attracted approximatly 10,000 people
Increase loyalty among existing readers:
-Churn was reduced significantly 2009; 7,000 fewer people churned from Dagens Nyheter 2009 compared to the previous year
-The customer base (number of paying subscribers) has increased every month during 2009 compared to the rolling 12 month average. In the end of 2009 the customer base was 24,000 higher compared to the end of 2007
-Redarship of the printed Dagens Nyheter increased from 852,000 December 2008 to 941,000 December 2009, an increase of 89,000 readers. The majority of this increase was in our key market Stockholm, where we had 41,000 more readers compared to one year ago. We were the only newspaper in Sweden with such large increase in readership.