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Helsingin Sanomat: Experiences from multi-channel paywall in Finland
Kaisa AaltoOctober 2013
Helsingin Sanomat: Experiences from multi-channel paywall in Finland
Kaisa AaltoOctober 2013
� Kaisa Aalto, Business Manager, Helsingin Sanomat
� In charge of Helsingin Sanomat’s digital business
� In Sanoma since 2007– Strategy, business development
– previously heading HS’s tablet and mobile app development
– HS’s paywall strategy
10 October 2013 Presentation name2
Helsingin Sanomat: Experiences from multi-channel paywall
� HS in brief
� Revisiting HS strategy - reasoning
� Paywall strategy
� Where are we now ?
7 October 2013 Kaisa Aalto WAN-IFRA World Publishing Expo3
Helsingin Sanomat
� The largest subscription based newspaper in the Nordic region
� Circulation copies in 2012 – 364,000 (total, including digital)
� Number of print readers 2012– 859,000 - no change in 2013
� HS.fi – 1,7M unique visitors per week
� Weekly supplement Nyt, monthly supplement Kuukausiliite
� HS Teema magazine
� Channel Four TV news
� Free sheets Metro and HS Mesta
10 October 2013 Presentation name4
Net coverage of HS channels:
Over 2M million Finns
Why to change ? – well…Print Circulation
-1,2%- 3,8%
Why to change ? – Users were changing
0
100000
200000
300000
400000
500000
600000
700000
800000
11_0
111
_08
11_1
511
_22
11_2
911
_36
11_4
311
_50
12_0
512
_12
12_1
912
_26
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312
_40
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713
_02
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913
_16
13_2
3
Helsingin Sanomat Mobile Unique Visitors / week
Helsingin Sanomat
805546
NOTE: TNS Metrix mobile figures for Sanoma have not been published since end of June.
> 8 xin 3 years > 8 x
in 3 years
Paid - Digital edition of daily paperPaid - Digital edition of daily paperFree HS.fi – current newsFree HS.fi – current news
10.10.20137
Why to change – our service offering in web was not optimal
Why to change: Combo has been a success but growth flattening
9390 18513 33107 5056497327 112633
136088 153000175000
200000225000
481484 465440 450818 427022367228 335933 294387 258500 210000 165000 120000
400400 500 500
700934
17453500 55000 105000 155000
0
100000
200000
300000
400000
500000
600000
v. 2005 v. 2006 v. 2007 v. 2008 v. 2009 v. 2010 v. 2011 v. 2012 v. 2013 v. 2014 v. 2015
Digilehden tilaus (sis. iPad-tilaus)
Painetun lehden tilaus
Yhdistelmätilaus
Digital
Paper
Combo
HS Combination subscription (Combo)-3,5…7,5 €/month premium for all access-33% of customer base paid for digital end 2011
Why to change: Tablets very promising
� Relative usage >11x average web user, >5x average mobile app user
� Advertising ARPU >20€/reader/year – currently close to 50.000 readers weekly
� On the market since 2010
Autolayout daily news with rich media full page ”native ads”
Weekly PDF magazine
Montly magazine laid-
out for iPad
Ad supplements (many formats)
Breaking news TV News
Weather
Paywall Strategy: Metered model since november 20th 2012
10.10.201310
Multi-channel Paywall
� Helsingin Sanomat introduced metered paywall on 20.11.2013
� 5 free articles / browser / week� 10% of weekly visitors hit the
paywall
� Subscription models:– Digital-only: 9,90€ / month
– Full Digital (including iPad application, pdf-versions and archives): 14,90€ / month
– Upgrade from print only:starting 3,50€ / month
10 October 2013 Presentation name11
Where are we now ?
Paywall impact on web traffic
10.10.201313
paywallpaywall
TNS Metrix (weeks 25-35/2013 Sanoma analytics)
+6%Sep’13 – Sep’12
+23%Sep’13 – Sep’12
>10%online advertising
yoy growth 1-9/2013
>10%online advertising
yoy growth 1-9/2013
paywallpaywall
Paywall impact on digital subscriptions
42%of all subscribers
pay for digital
42%of all subscribers
pay for digital
+30%Digital subscription revenue
yoy growth 1-9/2013
+30%Digital subscription revenue
yoy growth 1-9/2013
The power of touch
10xmore page views by
mobile apps
10xmore page views by
mobile apps
Mobile apps perform 10x better and are favored by subscribers
89%of iPhone app users
are subscribers
89%of iPhone app users
are subscribers
68%of WP app users are
subscribers
68%of WP app users are
subscribers
93%of Android app users
are subscribers
93%of Android app users
are subscribers
~100%of iPad app users are
subscribers
~100%of iPad app users are
subscribers
The ads also perform better and are pleasant to use� Bigger ad spaces on avarage lead to 3 x CTR
� But touch screen, full pages and rich media native ads make the results tenfold!
Results
Conclusions
� Users move from desktop to mobile and tablets
� App users are subscribers – and 10x more valuable advertising-vise
� Strong emphasis in mobile and tablet app development
• HS.fi desktop -38%• HS.fi mobile +35%• iPad app +104%• Windows app +114%
• HS.fi desktop -38%• HS.fi mobile +35%• iPad app +104%• Windows app +114%
We are aiming at growth in customers and reach
Digital
Paper
Combo
Targ.
+ 2,5M reach
Targ. Targ.
Thank you!
Kaisa Aalto|Business [email protected] +358 50 563 6853
Sanoma News|Helsingin SanomatTöölönlahdenkatu 2P.O.Box 55, 00089 SANOMAwww.hs.fi
