Citat helps Dagens Nyheter to win international award
Dagens Nyheter (DN) has won first prize at the International Newsmedia Marketing Association’s (INMA) prestigious INMA Awards for the second consecutive year. At the newspaper industry’s equivalent of the Oscars, the Swedish newspaper received an award for its initiatives in creating meetings and interactivity with its readers, which goes by the name of “DN goes live.”
DN goes live won first prize within the Public Relations and Community Service category and was also placed in the top three in the three other categories that they were nominated for. DN goes live also won third prize in the overall Best in Show category.
Johan Othelius, circulation manager at DN, says: “This award is fantastic confirmation that what we’ve done is appreciated in the industry. It’s also great that we’ve been nominated in four categories overall, in competition with 535 entries from 28 countries. But we’ve already received the best confirmation through the response from our readers.”
DN goes live is the collective name for various initiatives that the newspaper has taken for its readers to create a “fourth room,” a channel where it can meet and interact with its readers through various events. These include the international athletics meeting DN Galan and the DN Konserten musical event, which already existed. New initiatives include DN Under Jorden, where secret underground tunnels in Stockholm are opened to the newspaper’s subscribers, DN Från Ovan, events held on roofs of private and public buildings, and DN Utrikesdagen, where subscribers are invited to listen to Swedish foreign correspondents. DN’s subscription card acts as the entrance ticket to some of these events.
Important partner
“Citat has been an important partner for us in marketing our activities that earned us the INMA awards,” Othelius says. “They have always been there for us 110 percent and developed different types of marketing material, from membership cards to advertisements for our campaigns and events. They have shown remarkable understanding of what we want to achieve and delivered all material quickly and efficiently with very good quality.
“The purpose of our initiatives has been to create a community with our readers and give them something extra, and, in doing so, increase loyalty among subscribers and non-subscribers. We want our readers to gain new perspectives of the environment around them, as well as world developments and to offer them a community with us at DN. The result has been overwhelming with well-attended events and increased loyalty from our readers.”
Results that show
During 2009 the number of loyal subscribers increased every month compared to corresponding months during 2008. The number of readers had increased by 89,000 in December 2009 compared to December 2008.
Michael Seidl, account manager for DN at Citat, says: “It is always great to feel appreciated for what we do and to see that what we do gives a positive result for our customers. We have cooperated with DN for six years and the success originates from a professional and dedicated project group who do a fantastic job.”
The INMA is a membership organization which highlights and spreads knowledge of news media marketing. It has over 1200 members in more than 80 countries and hosts the INMA Awards every year.
Citat campaign team:
Anna Nylander, Projektledare
Christina Nordström, AD
Malin Johansson, Produktionsledare
Mats Junker, Originalare
Michael Seidl, KAM
For more information:
Johan Othelius, circulation manager at DN
mobile +46 70 62010 50 or johan.othelius@dn.se
Michael Seidl, key account manager at Citat
mobile +46 70 971 25 08 or michael.seidl@citat.se