Børsen. The leading Business Newspaper in Denmark

Transcription

1 Børsen The leading Business Newspaper in Denmark

2 The Business Platform Academy BUSINESS NEWS Finance

3 Børsen is the leading Print Medium in Denmark Total coverage 60% 54% 50% 40% 30% 31% 26% 20% 10% 8% 0% Børsen Jyllands Posten Berlingske Tidende Politiken Source: TNS Sifo, NEMS 2009 (900 interview, executives)

4 Print in the Morning, Online during the Day Readership and use distributed over the course of a day Børsen borsen.dk 50% 45% 40% 35% 30% 25% 20% 15% 10% Evening Morning Before noon Midday/lunch Afternoon Evening Morning Source: Norstat, Own user survey

5 Readership Stabile at 190,000 Monthly readership Circulation Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan 2012 Feb 2012 Mar 2012 Apr 2012

6 Børsen is Nationwide percent of Børsen s readers live west of the Great Belt percent of Børsen s readers live east of the Great Belt Source: Gallup, IndexDK HH 2011

7 Nationwide Geographic distribution of readers East West 100% 90% 86% 80% 70% 78% 72% 60% 57% 50% 43% 40% 30% 20% 14% 22% 28% 10% 0% Børsen Berlingske Jyllands-Posten Politiken Source: Gallup, IndexDK HH 2011

8 What are the Characteristics of a Børsen Reader?

9 Strong Concentration of Readers in the Age Group from years Distribution of readers/population in age groups 25% Population Børsen borsen.dk 20% 15% 10% 5% 0% years years years years years years 70 years + Source: Gallup, IndexDK HH 2011

10 Division of male readers Børsen Population Berlingske Jyllands-Posten Politiken 14% 12% 10% 8% 6% 4% 2% 0% years old years old years old years old years old years old

11 Larger Households and more Children Share of readers who are married or cohabiting Share of readers who have children living at home Børsen 75% Børsen 29% Jyllands-Posten 70% Ekstra Bladet 25% Berlingske 66% Population 24% Politiken 63% B.T. 24% 24timer 60% MetroXpress 23% Population 60% 24timer 22% B.T. 60% Berlingske 20% MetroXpress 59% Jyllands-Posten 18% Ekstra Bladet 57% Politiken 18% 0% 20% 40% 60% 80% 100% 0% 10% 20% 30% 40% Source: Gallup, IndexDK HH 2011

12 Børsen Readers have a high Household Income Distribution of readers/population with regard to annual household income Population Børsen borsen.dk 35% 30% 25% 20% 15% 10% 5% DKK or less DKK DKK DKK or more Source: Gallup, IndexDK HH 2011

13 also Compared to other Newspaper Readers Average annual household income (DKK) Børsen Berlingske Politiken Jyllands-Posten B.T. Population Ekstra Bladet MetroXpress 24timer Source: Gallup, IndexDK HH 2011

14 Personal income (in DKK) Børsen kr Berlingske kr Jyllands-Posten kr Politiken kr Population kr kr. 0 kr kr kr kr kr kr kr Source: Index DK/Gallup Marketing 1H 2012 Targetgroup: Male readers years old

15 The annual spendings on clothes Børsen kr Berlingske kr Jyllands-Posten kr Politiken kr Population kr kr. 0 kr kr kr kr kr kr Source: Index DK/Gallup Marketing 1H 2012 Targetgroup: Male readers

16 Gain Access to their Spendings Total annual spending among Børsen s readers Insurance and pensions Holiday Clothes and shoes Furnitures Telephony Household white goods Jewelry and watches Computer equipment and accessories TV, DVD og video equipment Electrical and garden tools Gadgets (Mobil, MP3 etc.) Mio. DKK Source: Gallup, IndexDK HH 2011

17 Børsen Readers Interests Share who is very or quite interested in the below-mentioned topics (indexed in relation to the population) Business affairs Housing Policy Economics Tax issues EU relationship Cars etc. Politics New technology Stereo / Hi-Fi Wellness Interior design / Interior decoration Do-it-yourself Kitchen decoration Health and fitness Fashion Nutrition - healthy / unhealthy Health The garden Source: Gallup, IndexDK HH

18 Share of readers interested in fashion Børsen 24% Berlingske 18% Politiken 16% Population 15% Jyllands-Posten 14% 0% 5% 10% 15% 20% 25% 30% Source: Index DK/Gallup Marketing 1H 2012 Targetgroup: Male readers

19 The way people dress says a lot about what they are like Børsen 63% Berlingske 60% Jyllands-Posten 58% Population 54% Politiken 53% 46% 48% 50% 52% 54% 56% 58% 60% 62% 64% Source: Index DK/Gallup Marketing 1H 2012 Targetgroup: Male readers

20 I would pay extra for quality products Børsen 91% Berlingske 88% Politiken 87% Jyllands-Posten 84% Population 75% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Source: Index DK/Gallup Marketing 1H 2012 Targetgroup: Male readers

21 Good design is important to me Børsen 78% Berlingske 73% Politiken 73% Jyllands-Posten 69% Population 57% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Source: Index DK/Gallup Marketing 1H 2012 Targetgroup: Male readers

22 I do not mind spending extra money to get a well-known brand Børsen 81% Berlingske 79% Jyllands-Posten 75% Politiken 70% Population 68% 60% 65% 70% 75% 80% 85% Source: Index DK/Gallup Marketing 1H 2012 Targetgroup: Male readers years old

23 Børsen Readers are cultural Share who (indexed in relation to the population) Trading in shares / bonds / securities Going to the ballet / opera Going to classical concert Going on painting / art exhibition Going to shows / stand-up Going to pop / rock concert Going to the theater / to musicals Reads journals Going to a museum Reads professional literature Reads / use manuals Takes / sport exercise Reads fiction Going to the disco Going to night school / hobby courses (not sports) Going to the movies Buying games to the computer / games to gameconsoles Going to church Source: Gallup, IndexDK HH 2011

24 Børsen Readers are Frontrunners Share who agree with the statement: I try new things before my friends and acquaintances do Pleasure RUM Interiør Design Business Euroman Børsen Elle Eurowoman Penge & Privatøkonomi Costume Modemagasinet IN Bolig Magasinet Bo Bedre Population 24% 42% 40% 38% 38% 37% 35% 35% 33% 33% 31% 44% 44% Source: Gallup, IndexDK HH % 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

25 Børsen s Coverage of the Decision Makers in Danish Businesses

26 Børsen gives Access to Influential Business People 80% 70% 60% 50% 40% 30% 20% Share of population/readers who are in active employment 53% 70% 76% 45% 40% 35% 30% 25% 20% 15% 10% Share of population/readers who are purchasers in active employment 22% 33% 39% 10% 5% 0% Population borsen.dk Børsen 0% Population borsen.dk Børsen Source: Gallup, IndexDK HH 2011

27 Purchasing influence Percentage with large or crucial influence on the advisory services and Børsen s coverage of the group Børsen's coverage The size of the target group expressed as a percentage of all decision makers Staff development Recruitment Business development Pension 58% 59% 60% 58% 68% 65% 61% 59% Management Law 62% 59% 59% 58% 55% Auditing 55% 55% Bank / financing 56% 54% IT 54% 53% 0% 10% 20% 30% 40% 50% 60% 70% 80% Source: TNS Sifo, NEMS 2009 (900 interview, executives)

28 Purchasing Influence Percentage with large or crucial influence on decision making within the field and Børsen s coverage of the group Børsen's coverage The size of the target group expressed as a percentage of all decision makers Advertising / marketing Company cars / trucks / lorries IT Telephony 57% 56% 56% 57% 69% 68% 67% 66% Insurances Energy / energy saving Real estate 56% 57% 57% 61% 55% 57% 63% Freight / transport 54% 42% Production / industry equipment 53% 37% 0% 10% 20% 30% 40% 50% 60% 70% 80% Source: TNS Sifo, NEMS 2009 (900 interview, executives)

29 Large share of users with managers titles, CEO and self employers Users Impressions borsen.dk 31% borsen.dk 37% euroinvestor.dk (uden boliga) 24% euroinvestor.dk (uden boliga) 31% business.dk 24% business.dk 30% epn.dk 23% epn.dk 29% berlingske.dk 20% jp.dk 27% jp.dk 20% berlingske.dk 25% politiken.dk 15% politiken.dk 14% 0% 5% 10% 15% 20% 25% 30% 35% 0% 10% 20% 30% 40% Kilde: Gemius

30 Not just Børsen Newspaper Our other platforms

31 Borsen.dk Approximately visitors a month visits visits Approximately Pageimpressions Source: Gemius March 2012

32 New borsen.dk New formats and possibilities borsen.dk New formats High branding value and more response Mega banner 930*600 ppi Integration banner 140*100 ppi (all section frontpages) News banner 468*400 ppi Sticky banner 140*600 ppi Placements**, In screen banner More time in with the users Higher chance of success Possibilities Semantic targeting Data enrichted campaigns Keyword-search targeting *See Appendix slide 17 and 18 **

33 New Platforms Account for 25% Pageviews, April ,5% 75,1% 6,0% 2,7% 1,9% 1,8% 0,6% 0,4% borsen.dk E-Avis Børsen Finans pleasure.dk Mobil mobil.borsen.dk Tablet borsentv.dk Total Pageviews: Source: Google Analytics

34 The Børsen vision To be the leading Business Newspaper in Denmark To be available - on all platforms To have a high Credibility

35 Consumer market Børsen contributes with readers Readers with high household income Strong concentration of readers in the age group from years Strong preference for quality and well known brands

36 Business to business Børsen contributes with readers Access to decision makers in Danish business Access to business people with purchasing influence Nationwide covers business people in all parts of Denmark

37 Publication Plan 2012 Monday Tuesday Wednesday Thursday Friday Health & Investor Digital & Gazelle* Mediamarket Properties & Pleasure** Living, Executive & Weekend Business magazine*** * Published on the second Tuesday of every month, approximately 10 times a year ** Published approximately 19 times a year *** Published 5 times a year

38 Pleasure Publications in st half of year 2nd half of year Publicatondate Deadline Theme 19. January 5. January Travel 2. February 19. January Pleasure 1. March 16. February Pleasure 15. March 1. March Pleasure 29. March 15. March Privatbil 12. April 26. March Pleasure 26. April 12. April Pleasure 3. May 19. April European Football Championship 10. May 26. April Pleasure 24. May 10. May Pleasure 7. June 24. May Design 21. June 7. June Pleasure Publicatondate Deadline Theme 13. September 30. August Pleasure 27. September 13. September Pleasure 11. October 27. September Pleasure 25. October 11. October Pleasure 8. November 25. October Pleasure 22. November 8. November Christmas 6. December 22. November Pleasure 20. December 6. December Money

39 Business Publications in 2012 Publicatondate Deadline Theme 7. March 22. February Property 19. September 29. August DK September 31. August Company Car 3. October 12. September Property 14. November 24. October Invest