BØRSEN Increases Revenues Using X-CAGO's Online Edition Services

COPENHAGEN DENMARK - ROERMOND THE NETHERLANDS

Challenges

• Increase the circulation and readership of the BØRSEN newspaper, making the newspaper available on a worldwide basis.
• Improve product visualization to drive online sales and reduce returns.
• Cost-effectively produce an Online Edition.
• Improve customer satisfaction (perceived value) and reduce production costs.

The Danish newspaper industry is generally suffering from stagnating newspaper and advertising sales, and during recent years the declining market has led to the closing down of newspapers, cutdowns and mergers. Moreover, the competition for subscribers has been characterized by discounts, which reduce profits and make it more difficult to cover the increasing production and distribution costs. Finally, the fight for readers' time and attention is getting ever more intense.

Despite these trends, Børsen has made a significant leap forward and is one of the fastest growing daily newspapers in Denmark. In 2002, circulation increased by 4.7 percent to 60,624, and this positive growth trend continues. The newspaper's great utility as a daily tool for business executives and the rising number of private investors gives Børsen a professional profile and ensures a steadily growing number of readers. Børsen's targeted concept differentiates the paper from the rest of the Danish daily press, and Børsen is the natural forum for more than 235,000 business executives.

Best Practices

• Reduce time and costs by dynamically re-purposing product for Web Publishing.
• Improve online product presentation on a global scale.
• Drive circulation by offering an Online Edition.
• Deliver visually rich, segmented pages to its customer base, increasing brand loyalty.

BØRSEN incorporated X-CAGO's Online Edition solution to generate an Online Edition of the BØRSEN newspaper. Online Editions generated by X-CAGO are dynamically sized, formatted, and transformed for output to the Internet based on templates.

On the BØRSEN Website, X-CAGO's software enables customers to view the newspaper quickly and easily, providing them an engaging news experience.

In addition, X-CAGO's Online Edition solution is also helping BØRSEN reduce its publishing.

Results
X-CAGO's solution is directly contributing to increased sales across channels. The addition of X-CAGO's Online Edition has significantly improved product delivery, giving BØRSEN customers the vital information they are looking for.

By dynamically generating an Online Edition, BØRSEN is able to leverage its investment in high-quality printing systems throughout the entire organization. In addition, BØRSEN realizes significant time and cost savings and re-purposing of existing content across all sales channels.

"The Online Edition provides to readers the digital equivalent of the printed newspaper," said Jens Nicolaisen, Manager of BØRSEN Online. "It also makes our newspaper available to readers around the globe."

Other features include the ability to follow stories from page to page with the click of a mouse, zoom in on text and photos, and do a keyword search for news and ads. The BØRSEN Online Edition is available to subscribers by 7 A.M. EST. No software other than a web browser is needed to read the Online Edition online.

About BØRSEN
Børsen continuously surveys the readers' needs for information and their wishes in relation to the newspaper. The dialogue with the readers serves as inspiration for developing the editorial contents. Børsen operates according to a holistic perception of the reader - that is, as a professional as well as a private person. This is reflected in the weekend edition's pages on lifestyle, career and investment, in the daily articles on literature, art, theatre and film and in the twelve Børsen magazines that are included in the subscription price. Thus Børsen's horizon has broadened, and to a higher extent the paper appeals to female executives and small and medium-sized enterprises. Børsen has become a must for executives, who via the newspaper can obtain all crucial business news from the same source.

Børsen is in front when it comes to using new communication technology. The fax-based newspapers Dagens Nyheder and Dagens Aviser, which consisted of two pages with the latest news, were launched in 1990. Telebørsen was a concept, which was available before the Internet caught on, and the readers have also had the opportunity to receive information on share prices and various other subjects by telephone. In 1996, Børsen Online was introduced as an individual product alongside the paper issue. The introduction took place at a point in time when only few people could imagine how important this new media would become in the future. Two years later, Børsen Online became part of the subscription, and all subscribers gained access to facilities such as article archive, corporate information, investment advice and e-mail news updates. This spawned great interest, and currently more than 1.5 million pages are shown on www.borsen.dk every week. The combination of paper and electronics has strengthened both newspaper sales and reader loyalty. Børsen has thus made itself even more indispensable, and at the same the Internet activities generate income.
In most Danish cities Børsen is delivered before 7am, something which has made subscribing become even more attractive. At present, 40 percent of the newspapers are delivered at the readers' home addresses, enabling subscribers to catch up with the most important news before office hours.

Growth is also a key word to Børsen, and it is part of the newspaper's slogan "created for growth", which in few and precise words sums up the paper's incentives and vision. The expression is also at the center of Børsen's marketing initiatives.

In the year 2000, Børsen launched a visual style under the campaign theme "The New Law of the Jungle". — A gazelle is attacking the old lion, a symbolic expression of the new competition conditions. Latest, in August 2002, Børsen's graphic design and logo font have been revitalized and modernized. The graphic expression has united all of the activities in the house in a joint style and tone. Børsen is predominantly a paper you subscribe to. The core product is the subscription, which includes both the printed and the electronic paper. Due to its daily presence in corporate reception areas, in hotels and in airports, Børsen is a new ad for itself every day.

For more information, visit their web site at www.borsen.dk