Digital focus at Göteborgs-Posten aims at new revenue, products, expanded platforms


INMA’s European Conference begins today in The Hague, The Netherlands. To kick it off, we give you one last preview of our speakers, exploring their thoughts on the challenges and opportunities facing our industry.

Today, we hear from Martin Holmberg, project manager at Göteborgs-Posten in Göteborgs, Sweden. Holmberg gives us details on Göteborgs-Posten’s digital revenues development plans, and differentiation.

INMA: What part of Göteborgs-Posten’s revenues are generated by digital operations?

Holmberg: Most of the digital revenues are generated from B2B ads. But we also generate revenue from consumers — partly from subscribers of our e-paper (eGP), partly from subscribers of our paid content at the Web and mobile sites. We also offer paid content in our mobile apps. In my department, digital development, we organise a project we call “100 New.” The mission is to generate 100 million in Swedish currency for us with totally new businesses by the end of 2015.

INMA: What’s next for the digital development of the Göteborgs-Posten’s?

Holmberg: Soon will we launch a redesigned Web site. We will also launch an updated version of eGP, a new event guide, with solutions both for Web and mobile. In January 2013, we will launch a new model for selling digital products and the printed newspaper. Just before summer holiday, we also started an exciting project we call “Mobile 3.0.”

INMA: What is your readership on different platforms?

Holmberg: During the week, 500,000 visit our Web site; between 100,000 and 120,000 consume GP in our mobile solutions each week; 10,000 use our e-paper (eGP); and the circulation for the printed edition is 200,000. In all, we reach seven of 10 inhabitants (adults, of course) in Göteborgs and the suburbs around it.

INMA: How do/will you differentiate your brand/news site from the competition?

Holmberg: I will say in four ways:

  1. We have a very strong local position. Our brand is very well known. We reach 70% of inhabitants.

  2. Our local news! No other newspaper can compete with us in Göteborgs.

  3. We have used the opportunities of apps and mobile functions, as personalisation, positioning, etc. The user experience has been our focus.

  4. The result is 25 page views per visitor a week, which makes more than 100 per month. We think that is a high figure.

INMA: What is your opinion on paid content models? Can they work or are there other solutions for publishers?

Holmberg: We follow, of course, all attempts other newspapers and media groups launch. We also try, I really mean try, a freemium model called GP+, mainly on our Web site, but subscribers of GP+ can also reach the paid content through the ordinary mobile site.

For more information on and registration for our European Conference, please visit our Web site. See you in The Hague! INMA correspondent Marek Miller will be blogging live from the Conference at

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