print

Verdens Gang and the Holy Grail: a case study in integrating print and digital

Is achieving integration of print and digital publishing the pursuit of the Holy Grail? Well, it certainly sounds nice listening to a publisher talk about burgeoning digital revenues in multiple channels, alongside beautiful print products.

Verdens Gang is a Norwegian newspaper with a daily circulation of more than 200,000, in a population of 5m. Across print and digital, 1.8m people use VG daily.

At Digital Media Strategies 2014, editor-in-chief and CEO of VG Torry Pedersen gave the lowdown on how they integrated print and digital effectively, along with how they monetised smartphone and tablet content.

Culture is the key, as is so often the case in disrupted industries where big brands have to adapt and are competing with pure-plays that have started on the right foot.

Torry used the analogy of Haile Gebreselassie vs. Usain Bolt to describe print and digital. They both run but they run in very different ways and they shouldn’t have the same training regimen. The same can be said of magazine-style high quality print products compared with the fast-moving multimedia world of online news. The two teams can’t necessarily work together.

That’s why from 2000 until 2011, everything at VG was separate for print and online, from ads to editorial. In 2011 the two were joined back together once again.

The same thing happened with mobile and desktop, the two had separate ad sales and technical teams from 2010 until 2014 (though the same content team). Now ad sales and techies across desktop and mobile are integrated.

So what are the challenges that VG has overcome and how is it moving forward?

Net-A-Porter increases investment in content with new shoppable print magazine

Net-A-Porter has unveiled a new print magazine named Porter as it seeks to build on its reputation as a destination for fashion news and advice, rather than a straightforward ecommerce site.

The idea of brands being publishers is nothing new in the age of content marketing, but it is still uncommon for a pureplay online retailer to launch a global magazine.

However company founder Natalie Massenet said at the magazine’s launch this morning that “Net-A-Porter is a media group, and we love print.”

Porter is due to be published six times a year with 400,000 copies of each edition made available across 60 countries, so it’s clearly a huge investment for the business.

The magazine will be shoppable through the Net-A-Porter app, but as it doesn’t hit shops until tomorrow the app isn’t yet functional. I’ll do a full user test in the near future though.

Start Me Up! A profile of Magvault

It isn’t always easy to find what you want in the app store, or to browse for apps that might not be in the charts.

With this problem in mind, Magvault brings together digital publications, to be perused on a digital newsstand.

I chatted to Neil Morgan, Founder of MagVault, to find out more about the service.