Göteborg: Reader blogs increased Östersund Postens online visitors
Posted by Ebba Strömqvist on June 3, 2008 at 12:01 PM
Elin Olofsson, News Editor at the Swedish Östersund Posten told the audience at the 15th World Editors Forum about how hyperlocal websites with reader blogs are becoming a reality at the ÖP.
In May 2007, Östersund Posten started eight hyperlocal websites called The HeartProject. Apart from hyperlocal news, the paper launched 101 reader blogs which purpose was to increase the number of online visitors and make more room for hyperlocal stories.
Today, one year from the start of the Heartproject, weekly visitors at Östersund Postens local websites have increased by 60%. Olofsson explained how all bloggers write about everyday life, politics, schools, celebrities, etc. They also help to cover local topics. The paper does not pay their contributors and has established a set of rules about what their contributors can and can't write to avoid any racy content. Every week a "Blog story of the week" is published in the print newspaper.
The project has also been a success financially, helping to increase the interest of advertisers. Overall, "The heartproject has created enormous goodwill for our brand," said Olofsson.
In May 2007, Östersund Posten started eight hyperlocal websites called The HeartProject. Apart from hyperlocal news, the paper launched 101 reader blogs which purpose was to increase the number of online visitors and make more room for hyperlocal stories.
Today, one year from the start of the Heartproject, weekly visitors at Östersund Postens local websites have increased by 60%. Olofsson explained how all bloggers write about everyday life, politics, schools, celebrities, etc. They also help to cover local topics. The paper does not pay their contributors and has established a set of rules about what their contributors can and can't write to avoid any racy content. Every week a "Blog story of the week" is published in the print newspaper.
The project has also been a success financially, helping to increase the interest of advertisers. Overall, "The heartproject has created enormous goodwill for our brand," said Olofsson.
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