For many news publishers, print is not just history. It’s the foundation of their brand. Instead of leaving it behind, it can be a powerful driver of digital growth.

For decades, Dagblad van het Noorden featured the popular annual Christmas puzzle, Dr.  Denker, a series of cryptic rebuses that challenge readers to decode words and reveal a phrase. It has long been a vital part of our print readers’ holiday traditions, yearly driving single-copy sales and subscriptions.

But as reader habits shift and print readership declines, the challenge was clear: How can we bring this beloved puzzle into the digital world while maintaining its core appeal?

A print tradition goes digital 

Instead of simply replicating the print format, we aimed to enhance the experience. The result? An interactive digital puzzle, exclusively available in our apps for all subscribers. This new format includes:

• A clear puzzle overview: easily browse all rebuses in one place.
• Interactive rebuses: click to zoom in, view details, and submit answers.
• Step-by-step guidance: a dedicated “How To” page with tips and tricks.
• Progress tracking: monitor solved rebuses and submit the final phrase.

Driving engagement with a multi-channel campaign

To maximise reader engagement, we launched an extensive promotional campaign leading up to the release of the Christmas puzzle, including:

• Warm-up puzzles: a series of smaller teaser puzzles designed to build anticipation for the main event.
• Subscriber newsletter: sent to all subscribers, resulting in a high open rate and strong click engagement.
• Paid promotion: a social media campaign with extensive reach and strong engagement, complemented by a display campaign that garnered significant visibility.
• App promotion: featured prominently in our Stories App and boosted via push notifications.
• Print integration: a QR code in the print edition of the Christmas puzzle linked directly to the digital puzzle, allowing households to directly play together.

By leveraging multiple channels, we ensured both print loyalists and digital audiences could seamlessly engage with Dr. Denker in a new and exciting way.

Compelling results

Our digital transformation of the puzzle has been a thriving success. We went from having no digital Dr. Denker in 2022 to a digital version viewed and used by many in our regions:

• Pageviews surged, doubling from almost 1 million in 2023 to nearly 2 million in 2024 (+93% YoY).
• Active users more than doubled from 2023 to 2024 (+139% YoY).
• The average engagement time per active user reached 55 minutes.
• Total puzzle submissions (including print) almost doubled from 2022 to 2024, significantly boosting digital participation.

Additionally, we received great feedback from our subscribers. Digital users appreciate the convenience of the puzzle on their devices, while traditional print users love their children and grandchildren can now join in the fun while playing on their phone or tablet.

A new strategy

Given the success, we’re excited to continue releasing both print and digital versions of the Dr. Denker puzzle annually, while enhancing the overall experience. Whenever possible, we will introduce new features to keep the puzzle fresh and appealing to an even bigger audience.

This campaign underscores how we can honor our print legacy, transforming it into a powerful catalyst to drive our digital growth and further boost reader engagement.

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