World Association of Newspapers and News Publishers


Line extension through digital: Auto Bild

World News Publishing Focus

World News Publishing Focus
Your Guide to the Changing Media Landscape

Line extension through digital: Auto Bild

“I really believe in print, but I would say I have ink and pixels in my blood,” says Stefan Wiemann, Head of Creative Services at Axel Springer, referring to his faith in digital as well.

Mr. Wiemann runs Axel Springer’s independent advertising agency, which has a staff of about 50 people doing advertising work across the company’s titles.

Germany-based Springer is among the largest media enterprises in Europe. The company publishes more than 240 newspaper and magazine titles, related websites and much more. Axel Springer has more than 11,500 employees and brought in 2.9 billion euros in revenues last year.

The company’s largest newspaper, Bild, had a team of people working on iPad developments months before the iPad was even launched, and Mr. Wiemann is specifically addressing a “Line Extension by Digitizing” project that Bild did in relation to its automotive title, Auto Bild, with a tablet in-app advertising case.

An Auto Bild app has been developed and made available as a single edition or by subscription, Mr. Wiemann says.

To date, the results have been very encouraging, he says, with the average user (a male in his 40s) spending 70 minutes with the Auto Bild app, and reading or thumbing through it an average of 4.4 times as well as making use of the issue additional times.

The interactive ads offer innovations such as integration of video, audio content, external links, zoom features and so on, Mr. Wiemann says, but not all of them lead to success. After some experimentation, the company has concluded that videos, for example, should be used only in certain cases. Similarly, branding needs to be well defined, and brand messages associated with interactive functions work best.

 


Photographer: Vojtech Marek, www.aktualne.cz

Author

Brian Veseling's picture

Brian Veseling

Date

2012-03-01 21:26

Author information

About 200 newspaper advertising experts will attend the 22nd World Newspaper Advertising Conference in Prague on 1st and 2nd March. WAN-IFRA will provide summaries of each speaker's presentation during the event. Check back on our blog for the latest updates.


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