Annual Report 2010

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Stavanger Aftenblad

  • Aftenbladet came out on top of TNS Gallup’s consumer survey on media usage for both printed and online media.
  • Traffic volume for aftenbladet.no increased by 18%.
  • The sales organization won a best practice award in the Schibsted Way of Sales.
  • Significant improvement in Aftenbladet Distribusjon’s delivery quality.
  • New products were launched in print.
 
STAVANGER AFTENBLAD (NOK million)20102009
Operating revenues 649 615
Operating profit (EBITA) 53 (24)
Operating margin (EBITA) (%) 8 (4)

The advertising market showed a marked improvement, and this growth was spread across several advertising categories. The positive trend began in May and intensified during the autumn.

The Stavanger Aftenblad media house publishes the Stavanger Aftenblad newspaper and operates the Aftenbladet.no website.

Advertising revenues for print media were NOK 365 million (5%). The growth in revenue from 2009 was distributed across a spectrum of industries such as car, banking/finance, real estate, oil and offshore. In addition, the market for recruitment advertising improved significantly. The positive trend began in May and intensified during the autumn. Online revenues amounted to NOK 28 million.

Circulation revenues amounted to NOK 158 million (1%). The average newspaper circulation was 63,988 copies (-2%).

In April TNS Gallup published its consumer survey on media usage, which showed Stavanger Aftenblad to be the newspaper in Norway that was most liked by readers of both the print and online editions.   

PRODUCT CHANGES

  • The weekend section Pluss was redesigned. Content aimed at younger readership.
  • New culture section, Kult, on Thursdays.
  • Nytteportalen (Life and Leisure) launched in February. Finish-line photo service launched in connection with the recreational sports project Nordsjørittet bike race.

MEASURES IMPLEMENTED

  • Publication strategy with ceilings on the number of items that can be published from print to online and version control requirements.
  • Structured competence building in the sales organization.
  • Aftenbladet’s customer services desk was closed down and transferred to Media Norge.
  • The first Media Norge media house to start using the joint service centre for accounts/credits/payroll.
  • Special measures implemented in departments with high levels of sickness absence to improve results. Ergonomic survey and targeted health surveys.
  • New editorial design and colour scheme developed. Work on breadth in narrative techniques in journalism and use of photos.

AMBITIONS

  • Successful new profile of the print newspaper and introduction of new editorial tool.
  • Positive digital income.
  • Continued focus on professionalizing the sales organization – results, activities and competence (through the Schibsted Way of Sales, among others).

  • Facts about Aftenbladet (Content is updated)

    The Stavanger Aftenblad media house is founded on solid traditions that were established under the leadership of its founder, Lars Oftedal.

    Oftedal founded Stavanger Aftenblad on 1 September 1893, and remained its editor under 1900, when his son Lars Oftedal Jr took over. Oftedal Jr was editor of the newspaper until 1932, and brought many of his own values into the newspaper columns.

    Today Aftenbladet defines itself as a politically independent newspaper founded on Christian humanistic values, characterized by tolerance and openness. Stavanger Aftenblad’s vision is to make the region of Rogaland a little bigger and the world a little smaller.

    The media house’s core activity is the Stavanger Aftenblad, a morning newspaper published six days a week, and the leading newspaper in South-Western Norway. The core market lies in the Stavanger and Sandnes regions, but the newspaper also has wide readership in the rest of Rogaland County.

    The Stavanger Aftenblad media house aims to reach the entire population in its region, something which is made possible through its mediating channels.

    Stavanger Aftenblad’s new and modern head office, which is situated in Stavanger city centre, was opened in 2008. The printing plant is situated in Forus.

    The company is part of Schibsted Norge.

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