Schibsted chairman Ole Jacob Sunde has the recipe for how Norwegian journalism will survive: To collect the Norwegian media in an alliance against global competitors. In an interview with Aftenposten today he comes also with a powerful warning to the Norwegian media about jumping into bed with Facebook and Google.
– You lose both income and a good portion of their freedom. As a durable solution will have dire consequences for the individual company, says Sunde told Aftenposten.
Read more: Schibsted top will have joint fight against Google and Facebook
Chief Editor John Arne Markussen Dagbladet believes Schibsted powerful chairman sends out new signals from the biggest media group.
– This is some new tunes from Schibsted. We are always open to discuss key industry issues with other players, and perhaps especially measures that give readers better experiences. For example, operating the industry today with too many different login systems, says Markussen Campaign.
– Have different roles and strategies
But Dagblad editor does not buy Sunde analysis Facebook and Google without further.
– Schibsted chairman talking about a national effort for journalism, Norwegian language and culture – a defense against foreign giants like Facebook and Google. And he talks about two different dimensions – content and distribution. To take the deployment first: Even though Facebook and Google’s global distribution operators without their own content, they are also very different. They have different roles and different strategies. Google is open, Facebook is more closed and logged. There must be allowed to recall that also Schibsted for us a global player and a major competitor, says Markussen.
Read also: To answer Facebook and Google on Schibsted peak of war
Read also: VG: – Viewing with great skepticism on Facebook
He thinks Dagbladet strategy and philosophy is working correctly in the market.
– we are working with the assumption that we should be open. We are experimental related to technology, user data and distribution. Based on our assumptions we have made some choices and developed a strategy which has yielded good results. Our philosophy is that we should be open and curious, not closed and protective. This is our attitude also compared to Google and Facebook, says Markussen.
Doubt content collaboration with NRK
Schibsted chairman also wants a more extensive cooperation between Norwegian media about content sharing and data. Markussen is skeptical
– I have some difficulty understanding how it becomes more diversity of multiple media using the same substance. From public opinion hears nor the media are too similar. Not least, it is noticed that Schibsted regional newspapers significantly running the same stuff, says chief editor.
It is especially important for Ole Jacob Sunde with the NRK in Norwegian media alliance. State channel content and user data is invaluable for commercial media, he said. Markussen believes such cooperation will break completely with the idea of an ad-free broadcaster.
– NRK has a public broadcasting mission and to serve the public from precisely that perspective. NRK should be a public service alternative compared to US commercial operators, and then I doubt that a content partnership with us is the way to go. For commercial operators is much more important to consistently point out to politicians that a too dominant position for NRK is a threat precisely diversity, says Markussen.
– Talks with two tongues
Sunde believes it is a paradox that NRK upload thousands of articles on Facebook, but none of VG or Aftenposten. He says NRK giving away data to Facebook and help them to attract Norwegian users. Markussen mean Schibsted chairman has an important point.
– I agree with Ole Jacob Sunde in NRK speaks with two tongues when it comes to Facebook. On the one hand we talk solemnity about how these giants challenger Norwegian media, on the other hand it is well none that upload as much material on Facebook that just NRK, says Markussen, who still does not provide a clear signal to a national effort.
Would have advertising alliance
Dagbladet is not known to lay flatter light of flirtation or invitations from competitor Schibsted. As recently as one year ago, Schibsted management on Campaign and urged media rivals to join an advertising alliance against Facebook and Google. Neither Dagbladet managers or other media took the wave of the invitation.
– I wish that this initiative came earlier. For two or three years ago we worked with two projects. One was that we through Media Businesses’ Association (MBL) discussed the possibility of a publisiststyrt, joint stock system in Norway. This was relatively quickly clear that was not a viable alternative. Schibsted working with native platform for this in their group and would not be involved in the discussion on a common solution, said commercial director Per Brikt Olsen Dagbladet Campaign last year.
Dagbladet was among media players instead opted to enter into a long term agreement with Google. It then has in practice become so Google DFP solution is in use by many. This in turn enables coordinated and targeted purchases across such Aller, Dagbladet, 2 TV, online newspaper and Klikk.no.
Read more: Schibsted will have Norwegian advertising alliance
– Misleading pointing to Google and Facebook
in 2012, when the Competition Authority would examine Google and Facebook’s power in the Norwegian media market, said John Arne Markussen Campaign that he was tired of Schibsted and then A-press constantly named Google and Facebook as dangerous competitors.
– This is not media in the traditional sense. Dagbladet is a significant digital player and we are competing in a much greater extent with A-press and Schibsted. It is totally misleading to point to Google and Facebook as competitors in the Norwegian media market, said Markussen at the time.
Read more: Will investigate Facebook and Google
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