Summary. Aftenposten scores extremely well in brand surveys, but at the same time we see significant decline in young readership.

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1 Aftenposten Junior

2 Entry information 2 Name of the program: Aftenposten Junior Category of the entry: Young Reader Newspaper of the Year Brand Editorial Learning with news Sponsoring newspaper: Aftenposten Complete address of the newspaper: Aftenposten, P.O. box 1, 0051 Oslo Project director: Andreas Finborud, Product Director, andreas.finborud@aftenposten.no, tele: A one-sentence description of the project: A weekly newspaper for children. Target of project: Ages 6 to 12 (primary school) Circulation: Approx

3 Summary Aftenposten has been serving grown ups with news as the Norway's leading significant newspaper since May We have complemented our editorial product line with a range of digital and magazines for a grown up audience. Aftenposten scores extremely well in brand surveys, but at the same time we see significant decline in young readership. To reclaim readerships amongst young readers, as well as continue the work of brand building by extending the product line, Aftenposten introduced Aftenposten Junior in May a weekly newspaper for kids in elementary school. 3 After a year the innovation is a great success. The number of paid issues has passed and the project is already profitable and is expected to be the second most profitable product in Aftenposten product line in Aftenposten Junior is expected to be ranked amongst top 20 newspapers (payed issues) in Norway in 2013.

4 The making of Aftenposten Junior

5 Four good reasons to make a newspaper for kids. 1) We want to recruit young readers and establish Aftenpostenhabits. 2) There are no newspapers for kids in Norway. We will capture this position before somebody else does. Who better to do so than the largest and leading significant newspaper in Norway? 3) We will reach a large audience, through our readers, our subscription base and and through schools.

6 A new concept We want to help Nora (10) understand the world she lives in. We want to be teacher Line s (38) best friend, and offer her a newspaper that she can use in class. We want to help Marianne (42) to select the most important things that her children should know about the world. No Nora (10) No

7 More than hundred kids has contributed with input Children (between 8 and 14 years) has given their opinion on: Content Design Name ( SKRIBLERIENE)

8 This is what the children wants: The real thing: A real newspaper with news A newspaper, not a magazine Not to childish Good quality paper Large and good pictures Much colour Less text Larger fonts A children s newspaper must look like a real newspaper. Tiril (10).

9 - Pleeeease, write about this! Why is Gadafi so evil? What is the worlds funniest joke? Can war ever come to Norway? What happens when the terrorist (Anders Behring Breivik) is sent to prison? Who decides what the king must do? Children in other countries. In other parts for the world. School life in Norway Sports Film, music, books. reviews. Cool knowledge: University, Vikings, nature Quiz, Sudoku, series etc. Animals Everybody should read newspapers, because the world needs smart people. Ask (10)

10 The parents wants this Children catches the headlines no matter what, but they don t get the whole picture and the explanations. Camilla, mother of two (7 and 10) A newspaper for children will ease the job for grown ups. I find it complicated to explain news matters for them. Cathrine, mother of three (12 year old and twins 10)

11 Teachers thoughts of a newspaper for kids. Aftenposten for grown ups is useless in school work. Primary school teacher The school books is not frequently updated. We need supplements to this in the education. The children has way to much screen time and we require a counterweight. A newspaper is a foundation for a conversations. We can flick through the pages and compare and discuss the issues. Line, teacher for 11 year old kids

12 Tiril, Nora and Kaja. Future subscribers if they start reading before they are 11 years old. International studies indicates that children who start reading newspapers before the age of 11, are more likely to become lojal newspaper readers. From the age of eight, children are ready for new media habits. Nora: - I thing a newspaper for children is a very good idea. Dad flick s through the newspaper at breakfast anyway. He encourages me to read as well, but it is nothing for me to read in his paper. Tiril: - Yes, because if we get a newspaper for children we can say No. This is my newspaper. You can not have it!. That would be cool. Kaja: - Supercool, actually.

13 The product and brand strategy

14 How can Aftenposten Junior strengthen the brand Aftenposten? 1. Which values does Aftenposten give the brand extension? Trustworthiness, essential, quality and thoroughness. Aftenposten Aftenposten Junior 3. What does the brand extention bring in to the category: There are no newspapers for children in Norway. Thus Aftenposten Junior is a new category in children s media. Trustworthiness and quality. Brings the Aftenposten values to a new market segment. 2. Which values does Aftenposten Jr. supply back to Aftenposten?

15 Editorial content Editorial content Domestic news International news Reports Sports Culture Junior Si; D (debate pages) Vox pop Portraits of children in other parts of the world Science Emotions and such Animals Food 6 columnist Cartoons og quiz

16 Advertisement No ADS We wanted to give the children a commercial free zone. We expected this to boost the word of mouth recommendation amongst parents and enthusiasm for the newspaper it did. It made product development much easier we could concentrate on the readers in our product development. The business model did not need a second source of income to be successful. 16

17 Digital strategy The digital strategy is to not be digital. at least not in the beginning Time spent in front of screens is already quite immense among children in the target group. Many parents wants the children to learn to read off line in a techno free environment. In order to establish reader habits we want the children to pick up their physical newspaper in the mailbox every Tuesday. The complexity and risk of the project was reduced dramatically making a physical newspaper first, then extending the brand to new platforms and products. 17

18 Sales and marketing strategy Market segments children will not order the product. The decision to buy is done by grown ups. Primary target group is parents with children in the right age Secondary target group is grand parents with ambitions on behalf of their grand children. Extra target group is schools. Marketing Channels Efficient use of our own media (newspapers, magazines, online sites) Bought media to achieve strengthened impact on targeted segments (Radio, TV, online sites). DM and edm to reach target consumers on to one. Viral Media (Facebook and Google) to strengthen the WOM-communication Events such as children fairs, sport cup s, 17. May (Norway s independence day) etc. for sampling and prizes.

19 Marketing

20 Communication strategy We chose playful communication in order to enchant the decision makers (parents and grand parents) combined with the same quality and trustworthiness that one would expect from Norway s leading significant newspaper. The product: Goal quality journalism and no ads Real news and real stories, lively colour s, The Jr. mascot, Hæ? Hva er dette a (translates What s up ) with explanation of difficult words, small hidden monsters, well known columnists, Quiz, cartoons and excellent design. Print: Goal Subscription orders through ads and DM The Jr. mascot (in many versions), Hæ? Hva er dette a, presenting price and order channels. TV: Goal Subscription orders Playful animation of the Jr. mascot combined with short information about the newspaper. URL for easy ordering. Radio: Goal Subscription orders Dramaturgy a charming bright kid with a not so bright dad who wonders about a lot of things that the kid knows the answer to, due to reading newspapers. SMS for easy ordering. Events and schools Sampling, prizes and trial set for classes. 20

21 Launch campaign April May June Marke&ng channels Print A?enposten Print A?en Print A?enposten magazines: Mamma, A?enposten Innsikt and A?enposten K Print Insert in newspapers in major cimes: Bergen, Trondheim, Stavanger and KrisMansand Targeted sample distribumon to households with children Digital a?enposten.no Digital A?enposten mobil Digital Schibsted advermsing pool Digital Facebook Digital Google adwords Digital Bladkongen.no Radio NaMonal campaign Customers service incoming calls Customer service tail message on e mails CRM edm to all customers CRM edm, summer offer to customers CRM integrated communicamon in other communicamon Sales integramon in telemarkemng Sales integramon in stands sales Events Miniøya, market days etc. 21

22 Follow up campaign September Oktober November Marke&ng channels DM in Fedrelandsvennen DM in Stavanger A?enblad DM in BT DM in Adressa Adverts in newspapers (bought) Adverts in A?enposten Adverts in Mamma Adverts in Innsikt Adverts in A?enposten K Radio commercials Radio Norge (SBS) Radio commercials Radio Metro TV campaign TVN TV campaign TV 2 Schibsted s advert pool (incl. AP.no) School campaign avis i skolen UNICEF namonal wrimng and drawing contest Joint campaigns: Christmas present campaign in stores Christmas campaign (Print, radio, TV) 22

23 23 Print (M55 followed up by a M53)

24 24 Print different adds

25 25 Puffannonser

26 26 Ads in Donald Duck

27 TV commercial

28 Radio commercials Diktatur Kø Skagerak Været Krona Bosman

29 Ordering pr channel Stand sales 4 % Div 3% Customer service 12 % Agent (russ) 2% Direct Mail 1% Telemarketing 4 % Aftenpostenjunior.no (Multiple channels) 60 % SMS (Radio) 14 % 29

30 30 Aftenposten Junior paied issues per week

31 Single copy sales Wide distributions to try out all distribution possibilities. Introductions campaign with shock sellers. Use the Aftenposten strength and expose our brands together. Campaigns in some chains Placement, placement, placement.

32 Junior facts: Weekly newspaper for kids from 6 to 12 years (elementary school). Junior has only editorial content no adds. 24 pages. Operating profit after 6 months operation. More than payed issues after one year. Fantastic brand recognition, both amongst children and the main target group for buying decisions their parents. Aftenposten Junior is a grate brand building tool, enabling Aftenposten to be more playful, but still persevering the qualities that readers expect from us.