The full presentations are shown on the EDGE website.
Malin Brännback, Professor, Åbo Akademi University
Anna - Greta Nyström, Post doc researcher, Åbo Akademi University
Anna-Greta talked about current research activities within EDGE and particularly about ‘Mobile Value Services’: exploring new solutions for innovative and personalized media experiences in the mobile and digital landscape. She also referred to the consumer survey looking at media consumption patterns in Finland (the survey was done in Q4/2012 with n=982 Finns in all ages). “The typical media day is fragmented into smaller pieces, consisting of several types of media on different platforms. The media consumption patterns are, however, very much characterized by routines.” Even young diginatives have routines, but they differ from older people who might prefer to start their day with a newspaper and a cup of coffee. For most youngsters the media day starts with browsing social media. Anna-Greta went on to talk about what people do with their smartphones (56% of people in the survey have a smartphone, amongst young people aged 15-24 it's 76%) and tablets (19% have access to a tablet). Apps are actively used by 60% of smartphone users, and 50% have paid for apps. For smartphones most preferred apps are the use of maps, weather, news and social media. As for tablets 68% use apps and 64% have paid for their apps. On tablets people prefer news, weather, social media and streaming of movies and TV-programs. Digital media platforms and particularly tablets are mainly used in the evening and during weekends, whilst smartphones are in use throughout the day (24/7). In the ‘Mobile Value Services’ project EDGE researchers will make sense of the user experience of mobile applications (measuring the behavior) and user engagement (understanding the behavior). EDGE will also focus on the business model in order to understand the value of development and innovation of mobile applications for media and advertising.
Anette Novak, Vice President, Fojo & Board Member, World Editors Forum
We need to change the structures, become much more agile, more like start-ups, she argued. Ethics and credibility are extremely important in the ‘Twitter age’, when the speed of news can no longer be controlled by Media firms. “Ethics. Credibility. Think before you Publish.” Look at the Boston tragedy as an example”, this goes for social media as well! Talking about ‘caviar content’ it must serve customer needs. Be ethical and reliable. Be emotionally engaging.
The printed newspaper was relaunched in tabloid format in January, 2013. Mobility in paper format has also been and important investment in order to stay competitive. Both changes have had a positive impact. As for digital content most consumers prefer the premium package including all content and archives at 14.90 euros / month. Since the paywall was introduced the number of unique visitors is up by +3%, whilst page views are down by -3% (only 5 articles per week can be freely viewed). Many sections of the printed newspapers perform better than ever, according to Petteri. Tabloid has been a good format with regard to the attention value of advertising. Advertisers and media agencies say Helsingin Sanomat is now clearly more interesting than before. Petteri made a point of the need for continuous development and stressed that analytics is now extensively used to track audience behavior and advertising performance on all digital platforms. He stressed the importance of the 'HS Brand promise': Quality content, engaged readers.
Fredrik Nars, Director Digital Media, KSF Media
Fredrik is a fan of Winston Churchill, citing “V” meaning that newspaper revenues form the shape of "V" i.e. we are now in the valley between analog and digital revenues, where the digital revenues are not fully compensating for the analog loss. Fredrik closed with another quote from Churchill: “A pessimist sees the difficulty in every opportunity; an optimist sees the opportunity in every difficulty.”
Thomas Ehrnrooth, Vice President Marketing & Communications,
UPM Paper Business Group
UPM is the leading paper manufacturer in the world and has also invested into new business areas like biodiesel within the framework of “UPM - The Biofore Company”. UPM is striving towards a sustainable and innovation-driven future in the areas of biofuels, energy, forest and timber, label materials, plywood, pulp and paper. Thomas was very clear on the power of print and its viability as a user interface for reading and consuming media. He showed us great examples of the co-existence of print and digital marketing communications e.g. Dolce & Gabbana’s eye-catching video ads in Marie Claire magazine. IKEA’s catalog is distributed to millions of homes worldwide. Now you can also use the smartphone and tablet apps to browse for interiors and ideas for home furnishing. Cross media marketing has created new ways to engage with target audiences. Condé Nast call their solutions ‘integrated media’ with print ads, multimedia pages and video clips on websites. Thomas claims that cross media needs print as its first point of contact. Why? Direct Mail and catalogs are useful tools in brand awareness. Print is tangible, there is a feeling of substance and it is perceived as trustworthy by consumers according to UPM. New innovations are needed and Thomas brought out a ‘Future Travel Catalog’ as an example, where the reader can browse through tagged pages bringing the pictures alive.
It will be quite interesting to see how digital subscribership will develop in Finland and Scandinavia over the next few years, and what kind of new tools & services are brought onto the market to serve the needs of advertisers. The importance of analytics and how to measure the engagement of the Media Audience is more important than ever. Readers are more active and the relevance of engagement is measured not only in terms of reading, but with regard to co-creation and sharing of media content, as well as purchase behavior. We at EDGE are ready and willing to dig deeper into this field with our research in ‘Mobile Value Services’.