1. If you don’t do serious surgery to the culture of your company you won’t successfully transform Stake bold positions and work backwards Key an eye on La Presse and Aftonbladet’s mobile-first revolution Fast will eat slow. Big won’t always beat small. Simple will always replace the complex Successful companies are in sharp conflict with something in community that makes them unique Day 1 – Key takeaways

2. Digital natives, print natives are locked in. Our battle is for digital immigrants Renting versus owning News media consumption is become an out-of-home medium Schibsted: Transformation needs to be faster The identified is replacing the anonymous More data means more relevant TAKE AWAYS… 2

3. Long-form news emerged as the success story: young people do care about news Vice News’ mantra: Listen to your audience, quality and authenticity are the most important metrics, content has to travel, treat the internet with respect, be brave in your decisions Use social to enhance your story telling, as Prezi did NZZ: create and encourage diverse teams, break down the change agenda into digestible chunks Include creating the right community from the project outset TAKE AWAYS… 3

4. Teams need to be like swiss army knives Vice News: two week onboarding for new staff Time to collaborate: prioritise face-to-face planning. Fail fast: two week sprints. Clear focus: user-oriented goals Bridge brands and Gen Y Not clicks, but shares Start-ups succeed because they have skin in the game We need to measure engagement time with advertising TAKE AWAYS… 4

5. People are blocking ads for legitimate reasons: accept it Mobile will be the apocalypse of ad blocking Native video could be part of the solution Advertising will need to become more engaging to avoid blocking Schibsted: merge the competencies of all your teams The hack day works for strategy development You need to facilitate collaboration and liberate staff Don’t be afraid of merging the ends of the burning rope TAKE AWAYS… 5