Aftenposten Junior has been a tremendous success since we launched the newspaper for kids. From the start in 2012, the number of subscribers has increased year-on-year, and a new audience among young readers is now enjoying quality journalism from the Aftenposten brand. This was an audience we previously did not reach. With a print run exceeding 35,000 and an estimated 300,000-350,000 readers, it is now the 7th -argest print newspaper in Norway.
But we did not only make a newspaper when we launched Aftenposten Junior. We created a brand extension reaching a new audience. We also developed events such as “Our Earth Junior,” “Tech Junior,” and “Night at the Museum,” as well as the podcast “Aftenpodden Junior” to bring our kid journalists to big arenas for live broadcasting and more.
One of our most successful initiatives is Grønne Greier — om natur og miljø og sånt (Green Stuff — about nature, environment and such). It began when our environment journalist Ole Mathiesmoen met the cartoonist Jenny Jordal at the United Nations Climate Change Conference in Paris 2015. They connected and made great editorial deliveries for Aftenposten.
After returning home, they pitched an idea for a cartoon column in Aftenposten Junior. The editor-in-chief of Aftenposten Junior saw the sketches and loved it, and in 2016 the first cartoon strips were published in the newspaper. It was a great success and shortly after we decided to make it a regular part of the newspaper’s last page.
In 2017, we looked into making a book out of all this fantastic content. We contacted a book publisher and they loved the idea. Ole, Jenny, and the editorial team of Aftenposten Junior worked on a manuscript, and we decided to make it a large book with high-quality paper and printing.
The result was great has exceeded our expectations. It is a magnificent book! We proudly launched it at a special book café in Oslo in May 2018, and it went straight to the bestseller list in Norway.
Due to the initial success, we developed an online store to promote and sell the book. Sales are promising and the shop is generating revenue after just a few months. We are now looking into additional editorial content to promote on the site.
Green Stuff also was nominated for the most prestigious book prize in Norway, Brageprisen, in November 2018. Brageprisen consists of four categories, one of which is children’s books. However, to our surprise we were not nominated in this category, but in the science category. This gives us further recognition that our content provides great value to audiences.
The Bergesen Foundation has decided to buy our book for all schools in Norway, which will ensure national distribution to readers we would not normally reach. As a bonus, this also amplifies the project’s already strong profitability.
We are now further developing the project with a series of three new books based on Green Stuff scheduled for release during 2019. In total, we expect to generate NOK250,000-350,000 for this new brand extension in print. Looking forward, we have started developing digital content based on Green Stuff on our new digital solution targeting the educational market and schools.