Aftenposten Junior - a brand extention with exeptional profits
2018 Winner

Aftenposten Junior - a brand extention with exeptional profits

Schibsted Norway

Oslo, Norway

Category Innovations and Profit Centers

Media associated with this campaign

Overview of this campaign


Aftenposten is a proud news organization dating back to 1860. News media attracts a grownup audience, but we lacked a product for the next generation of readers. Fortunately for us, no one had thought of making a newspaper for children.

A new market:

An unbroken market gave us the opportunity to develop a new product aimed at a new audience. Norway has approx. 400.000 children in elementary school age. The yearly private and public spending is on average US $ 25.000 per child. Aftenposten had previously not taken part in this market.

Children have a large digital media consumption - often to their parent’s despair. Many children’s websites are made for entertainment and are not necessarily great for development.  Furthermore, children hear news and information ment for grownups.

We recognized that there was a demand for a trustworthy news brand for children, based on Aftenposten values, made by an editorial team that loved to communicate with kids.

The new operation:

The answer was Aftenposten Junior. A newsbrand for children. A newspaper made on their terms, based on their wishes and needs.

We didn’t just make a newspaper. Soon there was a sister newspaper in Sweden. We have made series of events about science, environment, politics(!) and more. We have made special issues and a fantastic book project. And, we are planning further brand extensions. 

Results for this campaign

 The results:

We believe that Aftenposten Junior is the biggest media success in Norway in modern times.

In 5 years Aftenposten Junior has become Norway’s 9th largest newspaper. Despite outstanding growth, the profitability has been unparalleled.

2017 in numbers:

- Norway’s 9th largest newspaper (> 30.000 issues).

- Turnover:  US$ 5,2 million

- Surpluss:   US$ 2,7 million

- Operating margin:  51,5 %


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