Ekstra Bladet has is the most visited Web site (ekstrabladet.dk), tablet edition, mobile Web site, and single-copy newspaper in Denmark.

Cheers to that.

Its concept to success is simple, explains Astrid Jørgensen, the news media company’s head of commercial: “Free is still free.”

Jørgensen doesn’t see a need to attach a paywall to everything. Special contents are to be paid for, e-paper and print excluded. This can, therefore, be seen as a new journalism product.

To launch the freemium model, Ekstra Bladet took a closer look at user analysis, Jørgensen explained:

How do users behave? How much are they willing to pay?

With internal workshops, content concepts were explained and implemented. Data analysis is still ongoing, considering aspects of the business, such as improving journalism as a fiscal product.

Gossip and Sports sections are classics, Jørgensen said, and people actually are willing to pay for receiving more background news.