We Win or We Learn
2021 Finalist

We Win or We Learn


Amsterdam, Netherlands

Category Data and Research

Media associated with this campaign

Overview of this campaign

The main objective of this process was/is to transform our newsrooms from old-fashioned paper production to digital-first. Extracting insights from various seperate data sources, we managed to gain a better understanding how we could improve. First of all, we had to reevaluate our news production, which was traditionally catered to paper deadlines. We had to change our regular practices towards a more all-day media-production.

Secondly, we had to identify unproductive journalistic habits. We had to understand what news topics were unproductive thus had to step away from. Following the 20/80 rule (20% of our news stories realizes 80% of the results), we had to understand what types of news stories were in this 20% thus would help us to increase our performance.

Submitting this entry, we want to share our learnings with the wider INMA-community to help other regional newspapers on their way to digital transformation. 


Results for this campaign

By making use of various available data sources (e.g., Google Analytics, push analysis data, internal depository-data, Google Trends data), the chief editors gained a sound understanding of what route to navigate for making this digital transformation process a success. Using the data available, we changed the distribution strategy, publishing articles online throughout the day based on reader activity on the website. Secondly, we adjusted the journalistic agenda based on news topic classification and named entity recognition techniques. But only by keeping our journalists informed and connected to the improvements, we were able to make the following results possible:

  • An annual decline happening for years has been stopped and turned into growth
  • Thus, increase of online sales by 68% in 2020
  • An increase of subscribers’ engagement (Reads) by 350%
  • An increase of paywall hits by 222%
  • An increase of online sales by 256%

Most importantly: all these online sales came on top of regular paper subscriptions, thus cannibalization barely occurred.



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

By continuing to browse or by clicking “ACCEPT,” you agree to the storing of cookies on your device to enhance your site experience. To learn more about how we use cookies, please see our privacy policy.