The tablet pilot ended: People in Lapland ready to adopt the digital newspaper
(Thomson Reuters ONE) -
Alma Media Corporation Press release 31 May 2013 at 15:00 (EEST)
THE TABLET PILOT ENDED: PEOPLE IN LAPLAND READY TO ADOPT THE DIGITAL NEWSPAPER
The results of the tablet pilot conducted in sparsely populated areas in Lapland
in April and May were encouraging for digital newspapers. The customers of the
Lapin Kansa newspaper and Alma Regional Media residing beyond the reach of early
morning deliveries who participated in the pilot were satisfied with faster
delivery of the news. They also felt that reading the paper from the digital
device was a clear improvement when compared to traditional print media.
Up to a third of the Laplander media Lapin Kansa's subscribers are beyond the
reach of the early morning deliveries and only receive the newspaper after noon.
However, delivering the printed paper early in the morning is financially and
geographically impossible in sparsely populated areas.
- We wanted to look into whether the digital newspaper could offer better and
faster delivery of news to those residing in sparsely populated areas. Already
approximately 95% of homes in Lapland have a fast 3G connection, so we believe
that the time for adopting digital newspapers more extensively is ripe, says
Matti Posio, Editor-in-chief of Lapin Kansa.
The tablet pilot for Lapin Kansa and Alma Regional Media was carried out during
April and May in Äkäslompolo in Kolari municipality and in Lisma in Inari
municipality. The pilot provided 50 customers residing in locations beyond the
reach of early morning deliveries with a tablet device and the digital edition
of Lapin Kansa for a period of six weeks. The test users gave feedback on the
reading experience and possible technical problems, among other things. In
addition, the aim also was to get new ideas for Lapin Kansa's content
development and online product development.
Readers of different ages and with different technical skills felt the adoption
of the digital newspaper and reading it from the tablet was surprisingly easy.
The pilot was experienced as exciting and inspiring, and it changed the daily
rhythm of many participants.
- We are very happy with the results of the pilot. The media use of even the
long-term subscribers of the newspaper changed during the pilot. The regional
newspaper became part of the morning routines and chipped away at the time used
watching television and listening to the radio, Matti Posio continues.
The pilot showed that for many readers a digital newspaper that can be read in
the morning is a more appealing alternative than a printed paper delivered in
the afternoon. For the people participating in the pilot, the speed of receiving
the paper and content was more important than whether the paper was in print or
digital format.
- Encouraged by the pilot, we want to offer more functional alternatives
alongside the printed newspaper in the future and promote the chance of only
subscribing to the digital newspaper to those living beyond the reach of early
morning deliveries. Already during the summer, we will also offer the digital
newspaper and a tablet in a combined package to people residing outside the
reach of the early morning deliveries in Lapland, tells Matti Posio.
For more information, please contact:
Jaakko Sipola, Sales Director, Circulation Sales, Alma Regional Media, tel.
+358 50 911 3508
Matti Posio, Editor-in-Chief, Lapin Kansa, tel. +358 40 7717828
Alma Media in brief
Alma Media is a media company focusing on digital services and publishing. In
addition to news services, the company's products provide useful information
related to lifestyle, career and business development. The services of Alma
Media have expanded from Finland to the Nordic countries, the Baltics and
Central Europe. The company employs approximately 1,900 professionals (excluding
distributors), of whom over 20% work outside Finland. Alma Media's revenue in
2012 totalled approximately MEUR 320. Alma Media's share is listed on NASDAQ OMX
Helsinki. Read more at www.almamedia.com
This announcement is distributed by Thomson Reuters on behalf of
Thomson Reuters clients. The owner of this announcement warrants that:
(i) the releases contained herein are protected by copyright and
other applicable laws; and
(ii) they are solely responsible for the content, accuracy and
originality of the information contained therein.
Source: Alma Media Oyj via Thomson Reuters ONE
[HUG#1706317]
Unternehmensinformation / Kurzprofil:
Datum: 31.05.2013 - 14:00 Uhr
Sprache: Deutsch
News-ID 265254
Anzahl Zeichen: 4992
contact information:
Town:
Helsinki
Kategorie:
Business News
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