Tone Tveøy Strøm-Gundersen, managing news editor at Aftenposten, says it was very important to change the culture in its newsroom.

Speaking at INMA Media Subscriptions Week in February, Strøm-Gundersen said all the managers from the consumer business and the editorial side needed to come together.

“[They] have to stand together on the news floor and communicate shared goals, shared best measures, and in that sense it’s transformed the culture in the reporters or newsroom thinking more commercial, and the commercial side being more integrated in the journalistic processes.”

Brand Manager Marius Thorkildsen gave a good example.

“Now, we are in a meeting and normal reporters ask me about churn,” he said. “That’s a word that suddenly means something to them. Everyone now knows that if we sell 100 subscriptions from a story, it’s actually affecting how many people we can have employed writing those stories.”

Making that connection has helped everyone at Aftenposten, both in editorial and commercial, realise how important it is that they succeed together.

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