Norwegian media group uses innovative strategies to become a cross-media powerhouse

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Adresseavisen

Norwegian media group uses innovative strategies to become a cross-media powerhouse

Since its humble beginnings as a classified publication in 1767, Adresseavisen has grown to become one of Norway’s most successful media companies, Adresseavisen Media Group. The group’s media titles consist of its flagship newspaper Adresseavisen with 230,000 daily readers, including adressa.no internet/digital services (140,000 daily users) with coverage of approximately 80%-90% weekly in main markets, RadioAdressa and TV-adressa.

Adresseavisen’s six local papers together have achieved EBIT/turnover of 122 million NOK, double since 2001. Adresseavisen Media Group also owns a major printing company, Adressa-Trykk, with turnover of 300 million NOK; as well as distribution (Addressa Bud) and telemarketing operations. The group reported revenues of 1 billion NOK (125 million euros) in 2007.

In 2008 Adresseavisen has expanded its digital TV broadcasting and become a 24-hour news provider. Adresseavisen is a leader in re-using content between the Internet, printed product, television and radio. Adresseavisen recently announced plans to implement a CCI NewsGate editorial system to facilitate content collaboration across its media products. NewsGate will be installed with two-way integration to Adresseavisen’s existing Escenic web publishing system, and its AP/ENPS system for television and radio.

Adresseavisen Media Group has created smart partnerships over the years. A strategic alliance with Norway’s other three regional newspapers, called “Fire Store” (Big Four), was created to facilitate exchange of editorial content, ad sales to large national customers, digital product development, and ad-hoc business development projects across multiple functional areas. In 1999 the four newspapers together with Aftenposten founded Finn.no, the leading classified company in Norway with over 1.5 million unique visitors each week. Finn.no’s growth last year exceeded 40%.

Now Adresseavisen Media Group has established a new important partnership. Together with Harstad Tidende, the third largest newspaper in northern Norway, Adresseavisen has created Polaris Media Group. Polaris Media will have approximately 1500 employees and the largest readership central and north of Norway (more than 400,000 daily readers of the printed newspaper and a total of 200,000 daily Internet users). Polaris Media is expected to rake in revenues of approximately 1.3 billion NOK.

Norway’s media landscape

For Norway’s 4.6 million-plus population, print is the preferred source of news. According to the European Journalism Centre, Norway’s newspaper readership is the highest in the world, with 550 − 600 copies sold per 1000 inhabitants. Almost three out of four homes in Norway have Internet access, and more than half the population used the Internet on an average day according to an annual survey in 2005. Internet users rely on the “old” media providers for news and information. All of Norway’s radio will be digital by the end of 2008; analog networks will be closed down a few years later.

The goals of Polaris Media include: maintain and strengthen regional presence and product offering across all channels; become leading Internet and digital services provider in key markets; increase development capability in new multimedia channels; improve financial results through common projects, increased size and new alliances; and create new opportunities for the employees. Polaris Media will be positioned to compete heavily in Norway’s “fertile” media market.

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