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Lessons learned while
transforming legendary
CITY Magazine
to the fastest growing
media family City Digital
Serial entrepreneur
Ilkka O. Lavas
15.10.2013
Media Digitalization: City Digital
How did we jump to Finnish top10
list in 11 months

Transformation from
suffering print magazine

into Growing and Successful City Digital Media Family
Lessons learned while building the Fastest Growing Media family City Digital
Ilkka O. Lavas
• Started 1st company 17 years old
• 2 books about entrepreneurship
• Partner, board member, investor
– Portfolio of 15 businesses
– 10+ aquisitions done
– 3 exits

• Young Entrepreneur of the year 2009 in
’Southern Finland’
• 34years, 2 boys, 1 wife, 1343 fb connections,
1236 linkedin conns, twitter @lavas
• ”Guy Kawasaki of Finland”
Portfolio
Скидки круглый год
Ikäryhmä

It all started
when we got
research* results OK,
normal
that we already
reach large age- WOOT! {
scale of people

{

Kaikki vastaajat

AGE

0

alle 15 vuotta

3

15 - 19 vuotta

7

16

20 - 24 vuotta

8
26

25 - 29 vuotta

8

21

30 - 34 vuotta

8
23

35 - 44 vuotta

16
8

45 - 54 vuotta

16
2

55+ vuotta

36
0

*

10

20

30

40

50

%

60

70

80

90
Lesson 1#
• Never underestimate how digitalization affects to
the media culture.
• Even your grandmother may be using iPad
• Media usage is fragmented
• We read curated media rather than single
medium
• We follow and consume sites that our friends are
suggesting and linking
Earlier in history 1900- business process: Press –> Delivery –> Consumer
Digitalization 2000-: JOURNALIST –> CONSUMER
Media fragmentation is on our side

Photo: Inside Australia, sculptures by Antony Gormley, Lake Ballard, Western Australia
Lessons learned while building the Fastest Growing Media family City Digital
What is City Digital ?
What City Digital is?
City Digital is family of medias,
focusing on quality journalism, City –life and
phenomenons.

City Digital reaches Finnish digital elite 20-45years, who spend all of their money and free
time in themselves. City users are active and
trendy.
City Digital sites:
We need new thinking. Blue ocean
strategy: We are family. Media family.

Growing Media Family is stronger together. We learn from each others.
Business model transformation
•
•

1985-2012
Business: print magazine

•
•

•
•

•
•

•

Area: Helsinki, Tampere, Oulu, Vaasa, Local
Customers:
Locals, Finnish Advertisers
Circulation 200k-450k

•
•

Visitors on web site 100k
Content creators/journalists: 20

•
•
•

2012-2013 (11 months)->
Business: Media Family
”the record company of web sites”
Area: Finland, w/ Global startups
Customers:
Local brands, Finnish Advertisers, Global
Advertisers
Circulation: 1100k / Magazine
Visitors on web: 500k/week
Content creators/journalists: 150
City Digital visitors
• Weeks 37-40/2013 avg
(TNS Metrix)
• Uniques visitors 427 789
• Unique browsers 509 819
• Page views 1 778 858
Lessons #2

Bloggers are new media stars.
• Journalists have to learn how people are consuming
media
• Power of traditional media is shrinking, #fashion trends
are arising from blogs and on streets
• Single blog post can sell more than front page of the
biggest national traditional newspaper
in 11 months

Transformation from
suffering print magazine

into Growing and Successful City Digital Media Family
Lessons #3

Anyone can be a mediastar
• Anyone can start new media business in minutes
• Innovators and entrepreneurs are new
mediamoguls
• Need for Media Families ”the record companies
of fragmented media ages” arise
City Digital

Cross Media
Marketing
Mix
Online-Offline-Ra
Live-Print-Venu
Lesson #4
We don’t need traditional TV
anymore to create phenomenas.
• Online video consuming is growing
• Videodisplay advertising is more popular
• Biggest TV ”channel” is Youtube
City Digital

Organizing
Movie nights
and great
Parties
We reinvented the process of creating
City –print Magazine
Online
journalism

Printed
City
Magazine

We publish everything first
in our online medias. We
measure everything. Likes,
shares, comments to know
what people want to read.

Print has limited space.
Stories in print are
shortened.
Read more online
www.city.fi / uniqueurl

500k weekly
On demand
Printing
1.000.000 pcs of
printed mags
Co-operation w/ SummerUP festival
30000 guests
New ways for journalism
Journalism becomes more visual
• We have notices that ”old-school” journalism is not working for everybody.
We need new ways for touching people:
• Feelings journalist, creates stories that makes you feel something
• Videojournalism is growing fast
• Need for new job titles, i.e. instagramjournalists, hashtagjournalists,
twittercurators and Facebook managers, Community managers
• The more and more media fragments, the more we need curators
• Amount of freelancer bloggers is growing
• Amount of professional bloggers is growing
We trust in
power of the people
and wisdom of crowds.

Think Digi-first.
Digitalization is on our side.
Media Digitalization
is global opportunity
www.citydigital.fi
www.ilkkaolavas.com
Ilkka.lavas@city.fi
Twitter: @lavas
Facebook: IlkkaLavas
Gsm +358 400 997969
www.city.fi/profiilit/lavas/blogi
http://www.linkedin.com/in/ilkkaolavas

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Lessons learned while building the Fastest Growing Media family City Digital

  • 1. Lessons learned while transforming legendary CITY Magazine to the fastest growing media family City Digital Serial entrepreneur Ilkka O. Lavas 15.10.2013
  • 2. Media Digitalization: City Digital How did we jump to Finnish top10 list in 11 months Transformation from suffering print magazine into Growing and Successful City Digital Media Family
  • 4. Ilkka O. Lavas • Started 1st company 17 years old • 2 books about entrepreneurship • Partner, board member, investor – Portfolio of 15 businesses – 10+ aquisitions done – 3 exits • Young Entrepreneur of the year 2009 in ’Southern Finland’ • 34years, 2 boys, 1 wife, 1343 fb connections, 1236 linkedin conns, twitter @lavas • ”Guy Kawasaki of Finland”
  • 6. Ikäryhmä It all started when we got research* results OK, normal that we already reach large age- WOOT! { scale of people { Kaikki vastaajat AGE 0 alle 15 vuotta 3 15 - 19 vuotta 7 16 20 - 24 vuotta 8 26 25 - 29 vuotta 8 21 30 - 34 vuotta 8 23 35 - 44 vuotta 16 8 45 - 54 vuotta 16 2 55+ vuotta 36 0 * 10 20 30 40 50 % 60 70 80 90
  • 7. Lesson 1# • Never underestimate how digitalization affects to the media culture. • Even your grandmother may be using iPad • Media usage is fragmented • We read curated media rather than single medium • We follow and consume sites that our friends are suggesting and linking
  • 8. Earlier in history 1900- business process: Press –> Delivery –> Consumer Digitalization 2000-: JOURNALIST –> CONSUMER Media fragmentation is on our side Photo: Inside Australia, sculptures by Antony Gormley, Lake Ballard, Western Australia
  • 10. What is City Digital ?
  • 11. What City Digital is? City Digital is family of medias, focusing on quality journalism, City –life and phenomenons. City Digital reaches Finnish digital elite 20-45years, who spend all of their money and free time in themselves. City users are active and trendy.
  • 13. We need new thinking. Blue ocean strategy: We are family. Media family. Growing Media Family is stronger together. We learn from each others.
  • 14. Business model transformation • • 1985-2012 Business: print magazine • • • • • • • Area: Helsinki, Tampere, Oulu, Vaasa, Local Customers: Locals, Finnish Advertisers Circulation 200k-450k • • Visitors on web site 100k Content creators/journalists: 20 • • • 2012-2013 (11 months)-> Business: Media Family ”the record company of web sites” Area: Finland, w/ Global startups Customers: Local brands, Finnish Advertisers, Global Advertisers Circulation: 1100k / Magazine Visitors on web: 500k/week Content creators/journalists: 150
  • 15. City Digital visitors • Weeks 37-40/2013 avg (TNS Metrix) • Uniques visitors 427 789 • Unique browsers 509 819 • Page views 1 778 858
  • 16. Lessons #2 Bloggers are new media stars. • Journalists have to learn how people are consuming media • Power of traditional media is shrinking, #fashion trends are arising from blogs and on streets • Single blog post can sell more than front page of the biggest national traditional newspaper
  • 17. in 11 months Transformation from suffering print magazine into Growing and Successful City Digital Media Family
  • 18. Lessons #3 Anyone can be a mediastar • Anyone can start new media business in minutes • Innovators and entrepreneurs are new mediamoguls • Need for Media Families ”the record companies of fragmented media ages” arise
  • 20. Lesson #4 We don’t need traditional TV anymore to create phenomenas. • Online video consuming is growing • Videodisplay advertising is more popular • Biggest TV ”channel” is Youtube
  • 22. We reinvented the process of creating City –print Magazine Online journalism Printed City Magazine We publish everything first in our online medias. We measure everything. Likes, shares, comments to know what people want to read. Print has limited space. Stories in print are shortened. Read more online www.city.fi / uniqueurl 500k weekly On demand Printing 1.000.000 pcs of printed mags
  • 23. Co-operation w/ SummerUP festival 30000 guests
  • 24. New ways for journalism Journalism becomes more visual • We have notices that ”old-school” journalism is not working for everybody. We need new ways for touching people: • Feelings journalist, creates stories that makes you feel something • Videojournalism is growing fast • Need for new job titles, i.e. instagramjournalists, hashtagjournalists, twittercurators and Facebook managers, Community managers • The more and more media fragments, the more we need curators • Amount of freelancer bloggers is growing • Amount of professional bloggers is growing
  • 25. We trust in power of the people and wisdom of crowds. Think Digi-first. Digitalization is on our side.
  • 26. Media Digitalization is global opportunity www.citydigital.fi www.ilkkaolavas.com Ilkka.lavas@city.fi Twitter: @lavas Facebook: IlkkaLavas Gsm +358 400 997969 www.city.fi/profiilit/lavas/blogi http://www.linkedin.com/in/ilkkaolavas