How to connect to the future readers – Extra Bladet case

Louise Abildgaard Groen, the Project Manager of Educational Relations in Dannish Ekstra Bladet spoke during the INMA/OPA Outlook 2010 conference about “Redaktionen”, an internet-based editorial platform where schools produce their own newspaper. Read more about this award-winning campaign that has built intense loyalty with young people.Today most schools produce newspapers in class — using a variety of software. With this revolutionizing platform from Ekstra Bladet, the students learning process is supported and helps students follow a professional process and produce professional results. The students layout their newspapers online and experience increasing pressure as deadline draws near. 2–3 days after deadline Ekstra Bladet delivers 1000 colour prints of the paper — directly at the school.

In that project , the students aged 12-18 are the journalists, the teachers are the gatekeepers. In this internet-based learning platform, more than 500.000 Danish students are being targetted.

The complete information on the project can be found in the video below:

Next to “The Newsdesk” (Redaktionen), an online dilemma game “The Front Page” was launched. A Gallup poll conducted in October 2008 tells:

• Among students who have either played “The Front Page” or worked with “The Newsdesk”, the readership of Ekstra Bladet has increased by 20%;
• The number of students using ekstrabladet.dk has doubled since “The Front Page” and “The Newsdesk” was introduced;
• 25,860 students have played “The Front Page”. The game has been used in 43,1% of all schools in Denmark.
• 100% of the teachers are satisfied or very satisfied with the educational level of the products.
• 80% of the teachers find “The Newsdesk” and “The Front Page” much better than any other educational newspaper production tools.

The circulation of “The Newsdesk” reached 400.000 printed copies in two years.

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