Klikk.no - a team effort
The magazine industry is under pressure from digital media. This challenge has spurred Egmont’s Norwegian magazine publisher Hjemmet Mortensen to design a new web site that will revolutionize working routines.
In Norway, readers will have to get used to clicking their way to magazine articles. The most popular theme area is “celebrities” along with “food” and “personal relations”, but eight other inspiring subject areas afford plenty of material for the hungry to indulge in.
“We want to be the best at providing inspiration and topical news in niche areas related to readers’ interest. This will enable us to exploit Hjemmet Mortensen’s power in information and consumer material and outcompete the news websites,” explains Espen Agdestein, managing director of HM Interaktiv.
Hjemmet Mortensen has high ambitions for the new site, Klikk. The goal is half a million weekly users by the end of the year and a million in the long term. The publisher wants the site to rank among Norway’s five biggest editorial sites.However, Espen has a good springboard for achieving the ambitious objective: Hjemmet Mortensen’s current websites already attract 350,000 users a week and as of September these sites will be grouped in a pool under Klikk.
“One of the site’s qualities should be that our advertisers can meet their target consumers on Klikk as they check out the market. This parameter is as important as size,” Espen stresses.
Editorial work across brands
The idea is for Klikk to be the digital face of the entire Hjemmet Mortensen business. Eleven theme areas mean the magazine content has to be reorganized. For example, although magazines like Bonytt, Rom123 and Hytteliv have their own websites under Klikk, all their content can also be found in a theme section called “Klikk Bolig”.
As well as receiving contributions from the print editorial teams, Klikk employs 32 independent editorial staff. Handling copyright issues and editorial responsibility can be a little tricky when competing publications are contributing to the same medium.
“It’s a new way of thinking for us,” Espen explains. “Each editor has to work to a corporate strategy rather than following his or her own editorial plan. Everyone who works for Hjemmet Mortensen will also be working for ‘Klikk’.” Svein-Erik Hole, the editor responsible for Klikk, believes the site’s success directly springs from a cultural shift at Hjemmet Mortensen.
“In our company, the magazines have traditionally worked independently of each other; some are even competitors. The Klikk project will only be successful if we can work together right from the planning stage,” he points out.
Today about a tenth of magazine content is reused on Klikk. The intention over time is to differentiate the magazines and websites to a greater degree.
“Whenever Bonytt dispatches a journalist on a job, we would like to send a video reporter as well. At the same time, the magazine’s editors and journalists can write blogs on Klikk, and their users can meet in our forum. This will make Klikk a supplementary medium rather than a competitor, and we will have the chance to cross-promote each other,” Hole explains.
Well on the way
Many Norwegians already seem to have discovered Klikk. Half of the site’s users have actively typed in “klikk.no” in the address line; in other words, they did not find the site through a search engine. The first couple of months of pilot testing have also shown heavier traffic than expected, so the prospects look good for Klikk’s becoming one of Norway’s preferred sites for consumer and current affairs features.
“We want to be the best at providing inspiration and topical news in niche areas related to readers’ interest. This will enable us to exploit Hjemmet Mortensen’s power in information and consumer material and outcompete the news websites,” explains Espen Agdestein, managing director of HM Interaktiv.
Hjemmet Mortensen has high ambitions for the new site, Klikk. The goal is half a million weekly users by the end of the year and a million in the long term. The publisher wants the site to rank among Norway’s five biggest editorial sites.However, Espen has a good springboard for achieving the ambitious objective: Hjemmet Mortensen’s current websites already attract 350,000 users a week and as of September these sites will be grouped in a pool under Klikk.
“One of the site’s qualities should be that our advertisers can meet their target consumers on Klikk as they check out the market. This parameter is as important as size,” Espen stresses.
Editorial work across brands
The idea is for Klikk to be the digital face of the entire Hjemmet Mortensen business. Eleven theme areas mean the magazine content has to be reorganized. For example, although magazines like Bonytt, Rom123 and Hytteliv have their own websites under Klikk, all their content can also be found in a theme section called “Klikk Bolig”.
As well as receiving contributions from the print editorial teams, Klikk employs 32 independent editorial staff. Handling copyright issues and editorial responsibility can be a little tricky when competing publications are contributing to the same medium.
“It’s a new way of thinking for us,” Espen explains. “Each editor has to work to a corporate strategy rather than following his or her own editorial plan. Everyone who works for Hjemmet Mortensen will also be working for ‘Klikk’.” Svein-Erik Hole, the editor responsible for Klikk, believes the site’s success directly springs from a cultural shift at Hjemmet Mortensen.
“In our company, the magazines have traditionally worked independently of each other; some are even competitors. The Klikk project will only be successful if we can work together right from the planning stage,” he points out.
Today about a tenth of magazine content is reused on Klikk. The intention over time is to differentiate the magazines and websites to a greater degree.
“Whenever Bonytt dispatches a journalist on a job, we would like to send a video reporter as well. At the same time, the magazine’s editors and journalists can write blogs on Klikk, and their users can meet in our forum. This will make Klikk a supplementary medium rather than a competitor, and we will have the chance to cross-promote each other,” Hole explains.
Well on the way
Many Norwegians already seem to have discovered Klikk. Half of the site’s users have actively typed in “klikk.no” in the address line; in other words, they did not find the site through a search engine. The first couple of months of pilot testing have also shown heavier traffic than expected, so the prospects look good for Klikk’s becoming one of Norway’s preferred sites for consumer and current affairs features.
