Success stories for Metro in the UK and L’Observateur in France.
Two items in the trade media journals remind us that, in some corners of the world, there are good things happening with print.
Usually, when we talk about personalization of content, we are thinking digital editions. Specifically, we refer to mobile editions, in which I can create my profile with preferences for certain type of content, then get it delivered. This is already working for Norway’s Aftenposten, for example, where “Susan”, who likes cooking and local school news can get those items delivered to her phone, but her neighbor “Ulf” , who is heavily into politics and sports, could get his dose of news in that area.
But, personalization of content in print editions?
It is happening in France. Jean-Pierre Vittu de Kerraoul, speaking for the French regional publisher Sogémedia, tells stories of how his newspapers are doing just that.
Papers in his group are among the oldest in France, dating to 1834, but that rich history is not keeping them from going aggressively with more local news, and, indeed, content personalization.
“We could have just waited for them to die – or do something,” he says. “People are very interested in local news, yet the tendency has been to reduce the number of editions, driving readers away.”
So Vittu de Kerraoul is publishing geo-targeted editions, offering readers choices about content, introducing a streamlined inkjet digital printing system to produce editions, some of less than 3000 copies.
The strategy seems to be paying off and it imagine this is a model for very local, regional newspaper companies to emiulate.
Apparently, Metro is the point of entry for millennials with 44 per cent of its readership reporting that they enjoyed reading newspapers most days.
The tabloid newspaper is distributed at 3200 locations across the UK every weekday morning between 5.30 and 9.00 am, including on 21,000 buses across the country, the only newspaper distributed via buses as well as rail and underground stations.
And says Metro editor Ted Young:
“We are the must-have for many young commuting workers and students. Metro is very mobile, easy to read, we provide a screenbreak, you can write on us, tear pieces out and we won’t break if you sit on us – what’s not to like?”
“We are a smart newspaper in a world of smart phones so let’s make them both work.”
If you would like to find out more about our workshops for digital transformation, email me: firstname.lastname@example.org
I will be happy to answer your questions and provide more information. Our workshops are offered in both English and Spanish.
This two-day event, organized jointly by WAN-IFRA and the News Media Alliance (NMA), will provide a unique opportunity for North American news media executives to hear and discuss digital revenue strategyfrom the world’s most advanced media companies.
I will be one of the speakers for this conference in New York City.
Oct. 19, WAN IFRA Digital Media North America, New York City
Nov. 16-19, WAN IFRA Latin America, Buenos Aires, Argentina