These are challenging times for traditional print media. Ekstra Bladet’s primary revenue stream is from sales of its print edition, and while sales are currently on track, it is widely accepted that a plummet is imminent. Ekstra Bladet realized it needed to ramp up its digital offerings, particularly video.
IS IT A BIRD brought a user centric approach to Ekstra Bladet, in order to help them develop new digital publications. We set out to understand readers’ perceptions of Ekstra Bladet, and gain an understanding of their general media habits. What motivates Danes to consume media? What are their information needs? Do readers have respect for the brand? How can Ekstra Bladet create and distribute content in the best way and captivate the right audience?