The Berliner Morgenpost Interactive Reader Map – the interdepartmental analysis tool for the newsroom, sales and marketing
2018 Finalist

The Berliner Morgenpost Interactive Reader Map – the interdepartmental analysis tool for the newsroom, sales and marketing

Berliner Morgenpost/Funke Media Group

Berlin, Germany

Category Best Use of Data Analytics

Media associated with this campaign

Overview of this campaign

The map’s functions are demonstrated in this video: https://www.youtube.com/watch?v=_xMctoLnDu0

Since 2011, the Berliner Morgenpost Interactive Team has been transforming data and complicated scenarios into easily understood visualizations. The team’s interactive maps are particularly popular, and we have made internal use of the newsroom’s experience here for the purposes of analysis.

At its core, the interactive reader map shows where in Berlin our readers live or purchase the paper – and what characterizes these neighborhoods, based on socioeconomic data (76 factors). It gives uncomplicated, playful access to the data and improve their communication. The newsroom, and sales and marketing departments can also acquire information relevant to their own work, develop ideas, and work together to find new opportunities for the Morgenpost. Simple visualizations establish a common language.

The tool offers the following basic views:

-       Dot map with subscribers and retailers: a dot map shows where all subscribers and regular readers live in Berlin – right down to the house number. Each point represents an address. The map also shows where subscribers have cancelled their subscriptions, and visualizes points of retail sale. The larger the point, the stronger the sales for the respective year. A tooltip for each point shows the development of sales there for the previous ten years.

-       Choropleth map with areas colored according to subscribers and retailers: for Berlin’s 190 post codes, the map shows the current status of subscriptions and retail sales per resident, and their development over the last ten years. The top ten areas and the ten areas with the lowest readership are also identified on the map.

-       Socioeconomic data: an additional analysis box shows correlations between area readership and various socioeconomic factors, such as age, voting behavior and income. These data are available for each individual address.

The database can be expanded or updated as required, also using open data. For reasons of data protection, reader data are anonymized and can only be accessed through the Berliner Morgenpost intranet.

 2011, the Berliner Morgenpost Interactive Team has been transforming data and complicated scenarios into easily understood visualizations. The team’s interactive maps are particularly popular, and we have made internal use of the newsroom’s experience here for the purposes of analysis.

At its core, the interactive reader map shows where in Berlin our readers live or purchase the paper – and what characterizes these neighborhoods, based on socioeconomic data (76 factors). It gives uncomplicated, playful access to the data and improve their communication. The newsroom, sales and marketing departments can also acquire information relevant to their own work, develop ideas, and work together to find new opportunities for the Morgenpost. Simple visualizations establish a common language.

The tool offers the following basic views:

Dot map with subscribers and retailers: a dot map shows where all subscribers and regular readers live in Berlin – right down to the house number. Each point represents an address. The map also shows where subscribers have cancelled their subscriptions, and visualizes points of retail sale. The larger the point, the stronger the sales for the respective year. A tooltip for each point shows the development of sales there for the previous ten years.

Choropleth map with areas colored according to subscribers and retailers: for Berlin’s 190 post codes, the map shows the current status of subscriptions and retail sales per resident, and their development over the last ten years. The top ten areas and the ten areas with the lowest readership are also identified on the map.

Socioeconomic data: an additional analysis box shows correlations between area readership and socioeconomic factors, like age, voting behavior and income. These data are available for each individual address.

The database can be expanded or updated as required, also using open data. For reasons of data protection, reader data are anonymized and can only be accessed through the Berliner Morgenpost intranet.


Results for this campaign

The Berliner Morgenpost has the strongest local focus of any daily title in the Berlin market. Now, thanks to the insights granted by the interactive reader map, the Morgenpost has become even more local. In July 2017, an initiative was launched in the north Berlin district of Reinickendorf. Since then, a three-person team has been reporting on a daily basis on everything happening in the area in a separate local section. 

In this initiative, the attempts to find new ideas for the newsroom and marketing department using a simple analysis tool have arrived at their first measurable results.  In 2016, the Funke media group launched an intensive market research campaign to further develop the Berliner Morgenpost’s print and digital products. One desire appeared again and again in qualitative surveys: a stronger local focus.

It was clear from the start that the Berliner Morgenpost could not afford to broadly invest in hyper-local reporting across the entirety of Berlin, so the first step was testing individual areas – supported by the interactive reader map. In internal working group discussions, the application also served as a translator between the newsroom, and sales and marketing departments.

In this process, the application not only helped the Berliner Morgenpost decide for Reinickendorf, but also supported the July 2017 launch of the special edition for the area: promotional materials were directed to the most important locations using the application. The new newsroom in north Berlin also benefits from the reader map. The socioeconomic data provide editors useful tips for reporting and, of course, about their readers.

After six months, the decision can be judged a success. Sales have been stabilized, and new advertising clients have been acquired. More data are needed for a final assessment, but Reinickendorf can serve as a model for additional areas in Berlin – and the reader map has already identified the next candidates.


Contact

To contact a company representative about this campaign, click here for the INMA Member Directory