How Aftonbladet and LynxEye worked to develop Sweden’s most ENGAGING news source

Background and challenge

Aftonbladet is the leading evening newspaper in Sweden ever since the 1990’s when their circulation surpassed their main competitor, Expressen. Currently, Aftonbladet is the daily publication read by most Swedes through all available channels. At the same time, the rapid development in the digital media arena creates new expectations from readers. “There are major changes in the media landscape right now, readers have new demands and we simply have to relate to this fact,” says Jan Helin, Editor in Chief of Aftonbladet.

Three key issues formed the basis for the project that Aftonbladet began with LynxEye:

• Who are the core readers and how can the product and the brand be adapted to better meet their needs in the new media landscape?
• How can we build on the strong position in the future digital channels while still counter the decline of the print version?
• How can we ensure a clear and lasting change in a product that is re-created every day by hundreds of employees?

Segmentation and Target Group Selection. Firstly, a market-adapted consumer segmentation study was conducted, and Aftonbladet’s most important groups of core readers were identified. All development work aimed at consolidating the newspaper’s position as the leading news source was then directed to meet the requirements of the different core readership groups.

Brand Strategy. Thereafter, a strategy for Aftonbladet was developed using an in-depth understanding of target audiences, based on quantitative and qualitative studies, and an equally deep understanding of Aftonbladet’s own internal circumstances and challenges. Fully understanding exactly what the strategy means for the core readers was crucial for the implementation, because the product is dynamically created by individual employees under constant time pressure.

Implementation of the Brand Strategy. In the implementation phase, LynxEye helped to plan, operate and support Aftonbladet’s management and project team to ensure necessary commitment and credentials for the Brand Strategy within the organization. The implementation consisted of two main components:

The first step was to create understanding and commitment to the Brand Strategy throughout the organization and show how certain functions can help to realize it.

• An internal launch, which included a large event involving the entire company, where Target Groups and the Brand Strategy were presented in a animated and inspiring way. The event also served as a platform for launching new products that, in various ways, were key elements of the strategy.
• A 3-step program of brainstorming and workshops for all employees and functions focused on the Target Groups and Brand Strategy in order to create clear plans of action.

The second part was to develop tools and support to integrate understanding of the Target Group and the Brand Strategy in a natural way for use in everyday practice.

• Target Group presentations and the strategy were made easily available and ever-present via an “iPhone app” on all employees’ mobile phones. This also helps to make the core readers “come alive” and be present on the premises and a part of the important stages of work.
• Tools for monitoring the change process were created for all functions, so that every part of the company can understand their clear role in lifting the brand.
• The Brand Strategy was transferred to internally targeted core values of the daily work, which in turn formed the basis for a new management program.
• The Brand Strategy is, of course, the natural starting point for the business plan.

Results

In 2010, Aftonbladet, broke new records and implemented several changes to its offer on the basis of the implemented Brand Strategy. Some of these changes include:

• Strategic focus areas for content have been selected on the basis of the new position
• New apps for smart phones and iPad have been developed based on selected core readers’ needs, this will secure the newspaper’s leading position in these rapidly growing new channels
• A new newspaper with more space for specialization on Sundays has been launched
• A new entertainment section (Nöjesbladet) has been launched based on the insights gained from the core readers
• New initiatives to further improve quality have been taken in the editorial departments
• Reader interaction has been strengthened in a number of different ways
• Investments on interactive live reporting has been initiated, for example, in the sports section (Sportbladet) and news reporting
• A blog has been launched to increase transparency towards the B2B market

 But these are only the first steps in a long-term implementation process.

“Through the work now accomplished, we have gained a deeper understanding of what our different readers are interested in, and what we must do to develop our leading position in a new era with new conditions. Collaborating with LynxEye felt natural, because working in a forward-facing, consumer-oriented manner is close to their philosophy and approach. I look forward with great anticipation and confidence to the continued work of implementing the new Brand Strategy, and making Aftonbladet Sweden’s most attractive news source and meeting place,” says Jan Helin, Editor in Chief of Aftonbladet.