


	WAN-IFRA XMA Cross Media Awards 2011





	Company: Aftenposten Multimedia AS
	Project name: Aftenposten





	General information about the publication

	Aftenposten for iPad is a native application for iPad. It is a broad news app, which we have developed ourselves from scratch, with programming and technical assistance from the norwegian company Making Waves. It was the first pay-version of a native news app from a major Norwegian publisher. Our daily morning newspaper, Aftenposten, has a circulation of 238.000, which makes it Norways biggest newspaper. Our online edition, Aftenposten.no, reaches roughly 1,3 million weekly readers, and our mobile edition reaches 165.000 weekly readers.

	Entry description

	http://itunes.apple.com/no/app/aftenposten/id424851567?mt=8

	The basic idea of your application project

	The idea of our application is to bring our news content and brand into a promising media platform, and to fully implement and take advantage of its characteristics - but still keeping it simple, fast and easy to use. Our newspaper brand is recognized as bringing credible, important and substantial news. Our app gives the readers all the substantial articles from the paper, the best from the online edition, and also has a constantly updated feed of the latest news, an image and video gallery and a substantial collection of links to background, facts and related stories within the articles. Our app has two daily editions, and works both online and offline (except video). We want to explore, learn, develop and take a strong position in the early stages of this platform, and to establish and develop new forms of digital revenue. We want to both retain our core newspaper readers and attract new ones with our news app.

	Used media channels


	Newspaper		Supplement/Magazine

	Mobile Services		Online

	Web-TV / Video

Other:

iPad

The implementation

We launched a free ipad-edition march 30th. 2011, and turned it into a paid subscription service june 7th. The news department is the driver behind the app, but had technical assistance and programming resources both inhouse and from tech-consultants in Making Waves.
We use and promote our content across different channels, reserving some of it for our paid subscriptions, and add some platform specific content for different channels. We offer bundles with different digital packages (ipad-app, pdf-app, weekly magazine, archive-app), and price them lower for full paper-subscribers than for others.

Image(s)

aftenposten_logo_svart_stor.jpg (87 KB)

a_logo.jpg (31 KB)

frontpage_landsc.jpg (749 KB)

frontpage_portrait_2003e.jpg (550 KB)

image_series.jpg (583 KB)

article_tsunami_portrait_wscrubber.jpg (595 KB)

loader_image.jpg (273 KB)

front_landsc_choose_edition.jpg (343 KB)

frontpage_tsunami.jpg (544 KB)

article_w_choose_section.jpg (411 KB)

cartoon_landsc.jpg (278 KB)

video_gallery.jpg (301 KB)

latest_newsfeed.jpg (411 KB)

article_athen_landscape.jpg (371 KB)

Links

http://itunes.apple.com/no/app/aftenposten/id42485 ...

Results of the application implementation

We are so far very pleased with the results. 40.000 downloaded the app during the free trial period, and rated it an average of 4,5 of 5 stars in App Store. Since we launched the paid edition the numbers have of course fallen, but not below our expectations. After the switch we went from an average of 8000-10.000 daily sessions in the app to 3000-4000 daily sessions. We got fewer but more loyal and active readers from the paid version.