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Minna Imponen

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The summary concludes that customers are willing to pay for digital content, the combination of print and digital has found good synergies, and 1/5 of subscriptions are now combination subscriptions, showing profitable digital content business is possible without hurting print or free online access.

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Helsingin Sanomat What a Free Web Site and Paid-For Digital Edition Has Yielded Helsingin Sanomat : What a Free Web Site and Paid-For Digital Edition Has Yielded 1
Helsingin Sanomat •  The largest subscription based newspaper in the Nordic region (Circulation weekdays: 412 000, Sunday 468 000). 965 000 readers. Coverage in Finland 22% and in Greater Helsinki Area over 57%. •  NYT- weekly supplement. Weekly guide for entertainment and free time activities. 1,0 million readers. Kuukausiliite – monthly supplement, magazine format, a pioneer in photojournalism and an initiator of debate. 1,4 million readers. •  Online products: HS.fi (1,3 million unique weekly visitors) •  99% of the circulation is based on subscriptions and only 1% sold single copies •  Helsingin Sanomat is delivered home before 6:00 am every morning during the weekdays almost every region of the country. 2 2/2/10
Description of the Printed and Digital Package: Combined Subscription (launched in 2006) 3 2/2/10
Business Logic and Pricing* 7 days a Weekend Non- week Sunday paper subscribers: subscribers: paper subscribers: subscribers: 15eur/month 3 eur/month + 4,5 eur/month + printed printed paper 6 eur/month + + printed paper price price printed paper paper price price (295 eur/ (180 eur/year) year) 7-day subscription Combined subscription Margin improvement/ 260 Digital 265 260 subscription 229 paper + Capital area archive 12 x 3 e/month (euro) = 36 e/ subscription Direct Price Direct Price costs costs
HS Digilehti – More Content for Combination (print + digi) Subscribers Full access only for Combo Subscribers: • free access to all HS digital archives HS Digilehti Part of Combination • weekly / annual packages of Subscription, subject to charge Daily’s news / theme sections(eg. for non- print subscribers (15 Sports) eur/month) • free access to all digital www.hs.fi/digilehti supplements 5 2/2/10
HS.fi – Web Site (Free and Open to Everybody) •  HS.fi site including wide variety of content, services, etc. 1,3 million weekly visitors 6 2/2/10
Weekly visitors of HS.fi web site 2006 - 2009 • At the same time Helsingin Sanomat (free ) website has managed to increase its weekly visitors from 500 000 to over 1,3M visitors (top 3 most popular sites in Finland) •  iPhone application (free) is the most popular IPhone news application in Finland 7 2/2/10
Conclusions •  Customers are willing to pay for digital content •  It is possible to find good synergies between traditional printed and digital channels •  So far 1/5th of all HS subscriptions are Combination subscriptions and the amount is increasing as most of the new subscription sales include digital paper access •  Totally new approach has shown that it is possible to make profitable business with paid digital content without affecting negatively printed newspaper or free web site •  One of the future product development focus areas is paid digital services 8 2/2/10
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Minna Imponen

  • 1. Helsingin Sanomat What a Free Web Site and Paid-For Digital Edition Has Yielded Helsingin Sanomat : What a Free Web Site and Paid-For Digital Edition Has Yielded 1
  • 2. Helsingin Sanomat •  The largest subscription based newspaper in the Nordic region (Circulation weekdays: 412 000, Sunday 468 000). 965 000 readers. Coverage in Finland 22% and in Greater Helsinki Area over 57%. •  NYT- weekly supplement. Weekly guide for entertainment and free time activities. 1,0 million readers. Kuukausiliite – monthly supplement, magazine format, a pioneer in photojournalism and an initiator of debate. 1,4 million readers. •  Online products: HS.fi (1,3 million unique weekly visitors) •  99% of the circulation is based on subscriptions and only 1% sold single copies •  Helsingin Sanomat is delivered home before 6:00 am every morning during the weekdays almost every region of the country. 2 2/2/10
  • 3. Description of the Printed and Digital Package: Combined Subscription (launched in 2006) 3 2/2/10
  • 4. Business Logic and Pricing* 7 days a Weekend Non- week Sunday paper subscribers: subscribers: paper subscribers: subscribers: 15eur/month 3 eur/month + 4,5 eur/month + printed printed paper 6 eur/month + + printed paper price price printed paper paper price price (295 eur/ (180 eur/year) year) 7-day subscription Combined subscription Margin improvement/ 260 Digital 265 260 subscription 229 paper + Capital area archive 12 x 3 e/month (euro) = 36 e/ subscription Direct Price Direct Price costs costs
  • 5. HS Digilehti – More Content for Combination (print + digi) Subscribers Full access only for Combo Subscribers: • free access to all HS digital archives HS Digilehti Part of Combination • weekly / annual packages of Subscription, subject to charge Daily’s news / theme sections(eg. for non- print subscribers (15 Sports) eur/month) • free access to all digital www.hs.fi/digilehti supplements 5 2/2/10
  • 6. HS.fi – Web Site (Free and Open to Everybody) •  HS.fi site including wide variety of content, services, etc. 1,3 million weekly visitors 6 2/2/10
  • 7. Weekly visitors of HS.fi web site 2006 - 2009 • At the same time Helsingin Sanomat (free ) website has managed to increase its weekly visitors from 500 000 to over 1,3M visitors (top 3 most popular sites in Finland) •  iPhone application (free) is the most popular IPhone news application in Finland 7 2/2/10
  • 8. Conclusions •  Customers are willing to pay for digital content •  It is possible to find good synergies between traditional printed and digital channels •  So far 1/5th of all HS subscriptions are Combination subscriptions and the amount is increasing as most of the new subscription sales include digital paper access •  Totally new approach has shown that it is possible to make profitable business with paid digital content without affecting negatively printed newspaper or free web site •  One of the future product development focus areas is paid digital services 8 2/2/10