Louise Abildgaard Grøn

INMA/OPA EUROPE CONFERENCE
22 OCTOBER 2009, LIVERPOOL UK
Louise Abildgaard Grøn
Project manager of Educational Relations
About
Ekstra Bladet
•  Ekstra Bladet was founded in 1904 as an appendix to
the newspaper Politiken
•  Today Denmark’s largest tabloid
•  Today Denmark’s largest newspaper netsite
•  Today Denmark’s most innovative media house –
working on print, internet and web-tv
How to Get Connected to Our Future Readers
By creating an internetbased learning platform
• 
’The Newsdesk’ (Redaktionen)
An editorial learning platform for students
• 
’The Front Page’ (Velkommen på forsiden)
An online dilemma game
Target vs. end users
•  Target audience: The teachers
•  End users: Students 12 - 18. (Approx. 500.000 students)
Strategic branding
Target is to establish Ekstra Bladet as the
favourite news provider – now and in the future.
•  Increase brand awareness
•  Increase interest in journalism and news
•  Put focus on the role of news media in modern democracy
What is ”The Newsdesk”
”Redaktionen”
A short video
What is ’The Front Page’
•  An internet based interactive game, where students compile their
own tabloid front page by facing a series of dilemmas.
•  Students deal with four different fictional cases all based on real life
cases from Ekstra Bladet
•  Students are exposed to the same dilemmas, time constraints,
adrenaline rushes and the ups and downs that journalists,
photographers and editors experience every day
•  By playing ‘The Front Page’ students get an insight into the
responsibilities that any news paper carry in conveying
news
Results
’The Newsdesk’
•  More than 400.000 printed papers in two years!
•  180.000 papers produced next week - big competition!
•  ’The Newsdesk’ has been represented in more than 50% of all schools
in Denmark
A Gallup poll conducted in October
2008 tells…
•  Among students who have either played ‘The Front Page’ or worked
with ‘The Newsdesk’ readership of Ekstra Bladet have increased by
20 %
•  The number of students using ekstrabladet.dk has doubled since
‘The Front Page’ and ‘The Newsdesk’ was introduced.
•  25,860 students have played ‘The Front Page’. The game has been
used in 43.1% of all schools in Denmark
•  100% of the teachers are satisfied or very satisfied with the
educational level of the products.
•  80% of the teachers find ’The Newsdesk’ and ’The Front Page’
much better than other educational news paper production tools.
Louise Abildgaard Grøn
Ekstra Bladet
[email protected]
www.ekstrabladet.dk/skole