As a local news publisher in southern Germany, OVB Media recently embarked on a transformative journey that has reshaped our operations and redefined our approach to news delivery.

With a circulation of 45,000 copies, our ambitious project to align our two historically competing newsrooms — the traditional OVB Heimatzeitungen and the digital-focused OVB24 — has led to great outcomes, including reaching a significant milestone of 20,000 active Plus-Users.

Our primary objective was to create a seamless integration of our two distinct newsrooms. This involved combining the efforts of 50 individuals from the print newspaper and 20 from our digital portals, each bringing unique strengths to the table.

The initiative focused on fostering a unified team dynamic that could thrive under a shared subscriptions strategy, despite the previous competition between the two brands and teams.

Establishing a balanced workflow

To achieve this, we restructured our workflows and redefined roles, ensuring responsibilities were evenly distributed according to each newsroom’s strengths. This allowed both teams to contribute, enhancing our overall productivity and efficiency.

The introduction of a shared responsibility system was not just a structural change but also a cultural shift towards a more collaborative environment.

Our commitment to maintaining the integrity of our print publications while aggressively pursuing digital innovation posed a significant challenge. It was crucial to manage the ongoing needs of our print production while also adapting to the digital-first approach that our future strategy demanded.

This delicate balance was essential for catering to our diverse subscriber base and staying relevant in a rapidly evolving media landscape.

Working better — together

The restructuring efforts have been successful. We transformed our two newsrooms into a cohesive, digital-first unit without sacrificing any journalistic talent.

The OVB newsroom now primarily handles regional reporting and ongoing print production, while the OVB24 team focuses on audience development and digital subscriptions and manages the homepages of our seven news portals across both brands.

This unified approach has allowed us to streamline daily production workflows and schedules across both newsrooms. The cultural shift towards collaboration has dissolved the longstanding barriers, fostering a harmonious work environment focused on common goals.

In 2023, we implemented a user-needs model that significantly boosted our subscription growth. This strategy not only increased our digital footprint but also ensured that our content remained relevant and engaging to our audience.

By the end of last year, we achieved our target of 20,000 active Plus users, which included 12,000 print subscribers and 8,000 Plus-only subscribers. Additionally, we now boast 10,000 daily active subscribers, highlighting the success of our digital strategies.

Maintaining print excellence

Despite our focus on digital transformation, we have continued to stay relevant in our print operations. OVB remains one of the top performers in year-over-year print circulation comparisons in Germany, demonstrating our ability to uphold the quality and relevance of our print media amidst significant digital advancements.

The journey of merging two culturally and operationally distinct newsrooms into one functional unit has been challenging yet immensely rewarding. Although this still is and will be an ongoing process of transformation, we have met our objectives, proving that adaptability, digital-first strategies, and collaborative focus can coexist successfully with traditional print media.

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