January 2010

january 2010 Egmont’s digital organization / Focus on four areas / Mobile Memories must gather friends together / Digitalization is not a choice / How to use My Mobile Memories / Working with the tool box / Personalized books selling like hot cakes / Film treasure recreated digitally / 40 different film formats / Allow users a sense of ownership / When users decide / Egmont makes media history

Going

digital

Content

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Editorial

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Egmont forøger den digitale ambition Loren ipsum...

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Digital fremsynethed Loren ipsum...

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Digital omsætning i Egmont Loren ipsum...

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Mobile Memories must gather friends together Hardcopy was there when two girls tested the new mymome.com site.

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How to use My Mobile Memories The mobile is the most used media for young teenagers. Egmont’s new community makes it possible to use mobile content in a new way.

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Working with the tool box In a digital project all parts can be re-adjusted anytime. The team behind mymome.com has used a new project tool for better facilitation of the process.

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Personalized books selling like hot cakes Order a book with your own name as a part of the story! Print-on-demand makes new business at Egmont’s British book publisher.

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Film treasure recreated digitally Old film reels find their way onto digital hard disks so that the splendor of times past can be restored – a journey of many pitfalls.

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40 different film formats Nowadays, a film may need to be converted into many different digital formats. Digital Production at Nordisk Film has build up a strong expertise of converting film into any digital format.

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This issue of Hardcopy is focused on digitalization as part of everything we do and as everybody’s responsibility. At Corporate Communications we constantly contemplate how we can use the digital tools to speed up processes, get better ideas and target Egmont’s communication both internally and externally. As many of you might remember we launched a new intranet, Insight 3.0 on a new platform at the beginning of 2009. Since then Insight has developed into an intranet with interactivity and knowledge sharing. Visit the team site called “Knowledge sharing” and view the sharing of knowledge taking place in Kids Media, open for the entire group as it should be.

As another newer initiative we have started an internal video channel on Insight with current topics from all corners of Egmont – an initiative also brought to life on Egmont’s Danish and international corporate websites egmont.dk and egmont.com. These sites have just been transferred to a new platform which is far more cost efficient and at the same time makes a more dynamic structure with live pictures and more links to Egmont’s business sites as well as several other features possible. By integrating Google maps on the pages you can see where the Egmont offices are located and it is easy to find relevant contacts in all our companies.

The new, dynamic platform gives us better options to represent a modern, diversified and digital Egmont, and you can also make use of the template, if you are about to produce a local corporate website. We look forward to your comments on this initiative.

In this issue of Hardcopy you can read about some of the digital initiatives that takes place throughout the organization – you can also read about good advice and experiences that some colleagues have made in this area. Finally you can read about the latest group initiatives to boost our digital business. If you have questions, comments or just want to read and see more, then visit Insight.

On Insight we give you an overview of the digital theme. In this area you will find the articles, that we did not find room for in Hardcopy, and we guide you to colleagues with interesting Twitter-feeds and as well as Insights test area where you can upload your digital projects and make use of Egmont’s common digital knowledge. This is the knowledge that will push Egmont forward in the digital media world, and Insight is our internal tool to improve this knowledge and hereby improve Egmont’s many brands and products.

22 Allow users a sense of ownership

”Communities” are one of the hot traffic drivers on the internet. We have

asked some of Egmont’s experts to point out their favorite communities.

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Dear colleague

When users decide ”Communities” are one of the hot traffic drivers on the internet. We have asked some of Egmont’s experts to point out their favorite communities.

Mika Bildsøe Lassen, Vice President Corporate Communications

Happy reading and surfing!

Egmont makes media history With a grant of more than 7 million DKK from the Egmont Foundation, the Danish Media Museum has created a media center focusing on digital and electronic media.

Steffen Kragh, Koncernchef

Colophon

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editor Jan Sturm sturm@egmont.com editor responsibleunder Danish press law Mika Bildsøe Lassen mbl@egmont.com

Printing Rosendahls Bogtrykkeri A/S Layout Pia Klinkby klinkby@egmont.com

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Photo Kristian Septimius Krogh Claus Boesen Steen Brogaard SXC Getty images Per Morten Abrahamsen

Corporate Communications Vognmagergade 11 1148 Copenhagen K Denmark Telephone +45 33 30 55 50

NYT FRA Koncernledelsen

Egmont forøger den

digitale ambition Koncernledelsen ønsker at udvide Egmonts digitale forretning. Tre Egmont-divisioner udnævner hver en digital media manager, og Egmont vil etablere centre for ny, digital business i København og Oslo. Egmont har allokeret 5 millioner Euro årligt til ekstra investeringer i ny forretning udover de digitale investeringer i selskaberne

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ivisioner: De tre helejede divisioner Egmont Magasiner, Egmont Kids Media og Egmont Nordisk Film udnævner hver en digital media manager til at styrke udviklingen i digitale medier inden for divisionerne. De kommer til at rapportere til divisionsdirektøren og få ansvar for udvikling af en digital strategi for divisionen i samarbejde med forretningerne.

Hver af divisionerne vil organisere rollen, som det passer bedst til den eksisterende forretning. ”Digital” vil forblive en vital del af al eksisterende forretning. Vi ønsker, at alle skal mestre de digitale platforme, som er relevante for deres brands og forretninger – og desuden kunne udvide til nye forretninger og løsninger ved at udnytte kundeadgang, marketing, indhold og systemer på den bedst mulige måde.

Koncern De digitale media managers vil tilsammen udgøre Egmont Group digital board, og de vil formulere og prioritere de potentielle vækstområder på tværs af divisioner med reference til koncernledelsen. Koncern Strategi & Udvikling og koncernchef Steffen Kragh vil også være en del af dette team.

Digitalt center Koncernledelsen ønsker at skabe et miljø for ny, digital forretning, som ikke netop passer ind i en division. I Oslo vil centret være hos Egmont Hjemmet Mortensen, og i København hos Egmont Nordisk Film.

I næste fase forventer vi at åbne et center i Stockholm.

Ambitionen er at blive i stand til at spille en større rolle i hvert af de nationale markeder og at drage nytte af synergien.

De digitale centre vil blive ledet af de digitale media managers og referere til koncernledelsen.

Investeringer Egmont har investeret betydeligt i digital forretning allerede, og i dag har vi en digital baseret omsætning på 70 millioner euro. Det stammer primært fra digitalt uddannelsesmateriale, digital streaming i biograferne, tv-on-demand, diverse communities og produkt/interesse sites.

Nogle af disse områder begynder at vise en tilfredsstillende fortjeneste, mens andre områder stadig udgør en omkostning. Vi ønsker at vokse fornuftigt inden for det digitale. Derfor har vi allokeret yderligere 5

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millioner euro på årsbasis til investeringer i nye, digitale forretninger.

Os alle Vi spiller alle en vigtig rolle, når vi skal sikre, at Egmont følger med teknologien og udviklingen i forbrugeradfærd. Enhver Egmont medarbejder har en rolle og et ansvar – til at forbedre arbejdsgange, til at opfinde nye produkter, til at tilpasse brands og til at arbejde smartere ved hjælp af teknologi.

Med vores brands, forbrugeradgang, kreativitet, udgiver tæft og profitabel indtjening fra en bred vifte af medier, har Egmont et godt udgangspunkt for succes i fremtidens medier. Med dette organisationsinitiativ vil vi også blive bedre til at udvikle nye, digitale forretninger i områder, som måske ikke er i fokus i dag.

GOING DIGITAL Du kan læse mere om det digitale initiativ og de forskellige rolle på foregående side og på Insight.

Digital

fremsynethed Egmont skal øge sin indtjening på digitale medier. Koncernledelsen lancerer derfor et digitalt initiativ, som skal skabe nye digitale miljøer og synergier. Hardcopy har talt med Koncernchef Steffen Kragh om digitalisering i Egmont.

Hvorfor er der behov for et centralt digitalt initiativ i Egmont?

Når vi kigger på tværs af Egmonts mange selskaber og brands, så har vi en bred palette af gode og succesfulde digitale initiativer. Det er alt fra digitalisering af processer, når vi eksempelvis producerer magasiner eller sælger vores undervisningsmaterialer, til onlineuniverser, der er tilknyttet vores brands. Når Koncernledelsen ønsker, at intensivere Egmonts digitale indsats, så handler det om, at flere digitale projekter ikke rigtig passer ind i vores eksisterende koncernstruktur og derfor ikke får det nødvendige fokus. Flere digitale projekter går på tværs af vores divisioner, og jeg forestiller mig et Egmont med en struktur, der sikrer, at disse projekter dyrkes.

Jeg ser behov for, at skabe miljøer, hvor vi kan forankre digitale

projekter, der ikke passer ind i den bestående virksomhed, der kan bygge videre på digitale ideer og der går på tværs af flere divisioner.

Det digitale initiativ skal ikke erstatte eksisterende indsatser, men bygge ovenpå.

Hvad er baggrunden for at koncernledelsens initiativ kommer nu?

Bredbåndshastighed er nu så hurtig og digitale enheder er nu så gode, at man i dag kan få rigtig gode digitale medieoplevelser. Det medfører en øget betalingsvillighed fra kunderne ligesom, at nogle af kunderne faktisk flytter deres vaner fra analoge til digitale medier.

Det er det, Egmont også skal være en del af, så det er i høj grad nu, at vi skal skrue endnu mere op for vores digitale indsats.

Digital omsætning ???????????????????????? ?????????

i Egmont

Digital omsætning kan komme fra både digitale produkter og digitale købsprocesser. Her er 5 kategorier:

Salg af digitale produkter Digitale produkter er fx musik (mp3), tv-streaming, video on demand (VoD) e-bøger, apps til mobiltelefoner og digitale tegneserier. De digitale produkter sælges til kunder og/eller virksomheder (B2C og B2B).

E-handel Direkte salg af ikke-digitale produkter gennem Egmonts egne hjemmesider og mobile platforme. Fx biografbilletter gennem kino.dk, bøger gennem alinea.dk eller salg gennem univers.no.

Dør traditionelle medier i den digitale revolution?

Jeg ser slet ikke nogen digital revolution. Det er vigtigt at understrege. Jeg vil langt hellere tale om en evolution. Kigger vi lidt tilbage i historien, både mediebranchens og Egmonts, så er mange medieprodukter ofte spået døde. Biograferne ville i 80’erne blive overtaget af video og hjemmebiografer, men man kan blot konstatere, at Nordisk Films Biografer i 2009 har haft deres bedste år nogensinde. Ligeså er magasiner og bøger spået døden mange gange, men jeg tror personligt meget på den taktile oplevelse, der er knyttet til både magasiner og bøger. Begge er produkter med en uendelig ”batteritid”, og der kommer til at gå mange år, før de er afløst helt af digitale produkter – hvis nogensinde.

Når jeg kigger på mediebranchen som helhed, så kommer ca. 80 pct. af omsætningen fra traditionelle medier og 20 pct. fra digitale medier. Jeg forventer, at balancen omkring 2015 vil være 70/30. Det betyder for det første, at vores såkaldte traditionelle forretning er den vigtigste, og at den skal videreudvikles og vokse.

For det andet betyder udviklingen, at der er en potentiel 30 pct. omsætning fra digitale medier, som jeg meget gerne ser Egmont tage en større del af.

kunde – om det så består af et trykt blad alene, eller om bladet skal kombineres med et online univers. Det er de produktansvarlige bedst til at vurdere. Sådan vil det altid være. De nye digitale initiativer er en overbygning på dette. Vores digitale board får til opgave at fokusere på tværgående digitale strategier og projekter og de digitale centre får til opgave at opbygge stærke kompetencer indenfor digitale forretningsmodeller, digitale platforme og online markedsføring.

De nye digitale media managers i divisionerne får til opgave, at udbygge de enkelte divisioners digitale initiativer. Hvordan det konkret struktureres og udleves er individuelt for de enkelte divisioner – man skal huske på, at det er meget forskellige forretninger, også inden for det digitale.

Hvornår er initiativerne en succes?

Det kan være kompliceret at gøre digital omsætning op. Skal man tage et snævert syn og kun medregne omsætning fra produkter, der er født digitalt? Eller skal man tage et bredt syn og medregne al omsætning, der bliver generet gennem digitale indtægtsstrømme, så man eksempelvis også medregner digitalt abonnementssalg af trykte magasiner og biografbilletter? Jeg vælger den sidste og brede tilgang for at understrege at digitalisering både handler om at udvikle nye digitale produkter og om de digitale processer, hvorigennem vi for eksempel har vores relation med kunderne.

Med det brede syn in mente, så har Egmont i dag en digital

Hvem skal føre Egmont digitalt?

Det er de enkelte produkt- og brandsansvarlige der, ligesom i dag, skal sikre, at vi hele tiden har det bedst mulige tilbud til den enkelte

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omsætning på omkring 500 mio. DKK. Vi tjener ikke meget på denne omsætning, fordi vi samtidig investerer meget digitalt. Det vil altså sige, at der er digitale initiativer, der tjener penge, men der er også en række initiativer, som binder investeringer. Vores resultat på den digitale omsætning er altså tæt på nul. Det er i orden på den korte bane, fordi der er tale om investeringer. Men indenfor to år skal vi gerne have et resultat af vores digitale investeringer, der når resten af forretningen.

Det indebærer en indtjening før renter og afskrivninger, som ligger på 10 % af vores digitale omsætning.

Hvad kan man som medarbejder gøre for at bidrage?

Det handler for os alle om, at se på hvor kunden er og hvad kunden efterspørger. Er kundens ønsker flyttet digitalt, må vi flytte med.

Efterspørger de både analoge og digitale produkter, må vi have løsninger til dette. Det er noget den enkelte medarbejder konstant må vurdere alt afhængig af, hvem der er kunden. Der hvor vi som ledelse kan hjælpe, det er at stille ressourcer og ekspertise til rådighed, så man kan få sparring til at opfylde sine kunders behov.

Endelig er vi nødt til at forstå, at digitalisering er en del af alt hvad vi gør – om det er på produkt- eller procesområdet. Om vi sidder i forretningen, i stabsfunktioner eller i ledelsen, har vi alle et ansvar til at undersøge og udnytte, hvordan digitalisering kan forbedre, hvad vi gør. ▀

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Salg af abonnementer på digitale Egmont platforme Direkte salg af magasinabonnementer gennem Egmonts egne hjemmesider og mobile platforme. Fx abonnementssalg gennem aboshoppen.dk, bladkiosken.no eller serieforlaget.dk.

Salg af digitale annoncer Al annonceomsætning genereret fra digitale platforme. Fx bannerreklamer eller mobilreklamer.

Andet digitalt salg Andre indtægtsstrømme fra digitale platforme. Fx gebyr ved salg af biografbilletter, gebyrer fra digitale medlemskaber mm.

Facebook

YouTube

– the world’s biggest chatroom

– success or failure?

Facebook was created in 2004, when a group of Harvard students wanted to publish their ”Who’s Who?” online, where you could share your network with your friends and monitor their lives. The social network expanded rapidly and is now the world’s largest, with: • 350 million users.

• 200 billion hits per month.

• One billion chat exchanges a day.

• 80 billion stored images, increasing by 2 to 3 billion per month.

20 hours of video every minute YouTube was launched in 2005 and is the world’s most visited video community with over a billion visitors a day. Every minute users load 20 hours of video onto the site, ranging from home videos and video blogs to musical videos from the world’s leading artists.

A long-term project In 2006 Google bought YouTube for $ 1.65 billion nett. Returns fall a long way short of this. Even if YouTube is a success in terms of the number of users, they are apparently far from profitable. YouTube expect a turnover of $240 million in 2009.

But with costs in the region of $710 million, Google can expect to lose almost $470 million on YouTube in 2009.

Facebook – the business It is difficult to doubt Facebook’s success based on the number of users. But it becomes more complicated to judge Facebook as a business. Observers have questioned Facebook’s turnover, or lack thereof. The driving force behind Facebook, Mark Zuckerberg, chose to contribute to the discussion on his blog in September. He wrote that Facebook was already showing positive cash flow – a full year earlier than predicted. In May the value of Facebook shares was estimated at $10,25 billion.

Cornelia Balabanova Financial Director Egmont Bulgaria

”It is really difficult to point out only one website but I could say: www.finance-bg. info. I keep informed not only on latest local business news and social events, but also I have quick access to the most important world websites.”

Christina Knorr Public Relations, LYX Egmont Verlagsgesellschaften, Germany

”I use www.leser-welt.de.

It is a site for book-reviews that regularly features our titles. The site posts a reading excerpt of a novel that is about to be released in the following weeks and people can review this excerpt. The best reviewer wins the book and gets to write a proper review of the whole book as a follow-up.

This is perfect since it gives me an insight into the fanreactions and it helps me to measure the success our new titles have or “will” probably have so to say.”

Kari Tavendale Special Sales Manager Egmont Serieforlaget AS, Norway

”My favorite work-related website is www.kampanje. com. Daily I get their newsmail and the site keeps me updated with important news going on in the media market.”

• The band-width cost to run YouTube is $360 million • YouTube pays $253 million in royalties annually • 65.000 new videos are loaded onto the site every day.

Anette Nilsson Financial Director Egmont Tidskrifter and Egmont Holding, Sweden

“Working with finance I use the site www.bolagsverket. se. It gives me access to forms for company registration, official annual reports and other relevant stuff. Furthermore the www. skatteverket.se is a useful tax-related site and www. uc.se gives credit ratings.”

Kaspar Kofod Business Controller Egmont Corporate Finance, Denmark

Yu Zhu PA Childrens Fun Publishing, China

”I like www.moneyterms. co.uk because ”...working in finance this is a good place to get a quick definition of terms including formulars and examples...”

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”I use baike.baidu.com when I need to look up some financial or scientific words. Translated into English it would be ”Baidu Encyclopedia. Sometimes it is very helpful as an online dictionary.”

GOING DIGITAL On Insight: Join the debate: Share your best work related websites with your colleagues

On the site mymome.com young people can store and activate the contents from their cell phone and save it as digital memories that can be shared with friends.

A digital memory can be pictures and video from a concert, text messages written in connection with the concert and maybe a link to the band website. Check out the site and its many functions on www.mymome.com.

Mobile Memories must gather

friends together Two young girls have tested mymome.com and the message is clear: If their friends do not join up, neither will they.

By Anne Saabye

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isters Katrine and Emilie Kjær Bruun – 16 and 14 years old – were a little sceptical when asked to test the website Mobile Memories. Their opinions are all-important. They represent the target group for the site.

Users send pictures and text messages to mymome.com via telephone. They can then go in on the internet and sort the stored digital material and even forward it to friends. Katrine goes first. She has a Sony Ericsson beside her.

You can also load pictures onto Facebook Katrine’s fingers are quick and accustomed to finding their way around a social website, even if there are a lot of technical details to keep in mind. After a few minutes comes her immediate reaction:

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“If my friends have not joined after a month, I would leave. On the other hand, it is a good idea to have one place to store all your pictures, because I have a lot of them on my computer and if the disc crashed, I would lose them all.

This way they won’t just disappear into the internet.

“It seems fine, but when I first heard about it, it sounded a lot like Facebook. I think it will only become really popular if it can compete with Facebook, because that is the site people usually use to publish their pictures,” she says.

Most important is having friends on the site Emilie goes next. She quickly looks for an icon for adding friends and then forward pictures on to them.

“I suppose I would consider using it, but if my friends are not users, so we could share pictures, I don’t believe I would

make the effort,” says Emilie, and Katrine agrees:

“If my friends have not joined after a month, I would leave. On the other hand, it is a good idea to have one place to store all your pictures, because I have a lot of them on my computer and if the disc crashed, I would lose them all. This way they won’t just disappear into the internet.”

Good to express your feelings The next thing they notice is the option to enter their own profile, where they can sketch out a short biography. The girls give this function thumbs up.

The site allows them to indicate their mood by clicking on one of the pictures they have uploaded: “Surprised” or “happy” or whatever. That is also well received. As the girls point out, it is a good way of expressing your feelings Classmates will use it While Katrine prefers to listen to music on her mobile, Emilie is more into pictures. She actually expressly asked for a cell phone with a good quality built-in camera.

“I really enjoy taking pictures when I’m with friends, or with my new puppy.

Those are the pictures I would put onto the site,” says Emilie and adds that she would not save text messages.

“I do however have a friend who sends masses of texts every month. She also has a boyfriend who sends her messages, many of which she saves. I magine she would use Mobile Memories,” she says.

Mobile Memories evaluation After testing the site for two hours the time comes for evaluation, and the girls highlight the good and bad points.

“I think the design is smart and simple. I just hope there won’t be too much advertising on the site, because that disturbs my eyes, and I do not like that,” says Katrine, and adds that a good feature is the ability to attach comments to each of the pictures one has downloaded.

The girls would appreciate the option to upload a batch of pictures in one operation. They also asked a number of questions regarding the interaction between friends on the site. It is obvious that they are very aware of this aspect.

Generally speaking, they both seemed interested in trying the site, and, with a few improvements, mymome.com will become a part of the girls’ life. Time will tell whether their friends will follow suit. ▀

How to use

1. How to get started When you open an account on mymome.com, you will get your own personal e-mail address. Save this on your mobile phone.

From the mobile phone you are now able to send pictures and text messages directly to this address. You content will end up on the ‘dash board’ on mobile memories.

2. “Dash board” – your landing page where all daily update is This is your starting point of putting in new content.

3. “Create Memory part 1” One of the major pages on mymome.com – here you build your memory box out of all your different memory bits (links, pictures, text, etc.) – The grey box is an “elastic list” where you can choose only to see “happy bits” or bits labeled “concert”.

GOING DIGITAL On Insight: Christian Steen Jensen presents My Mobile Memories on video.

5. “Create collages”

4. “Show memory” This is what a memory box looks like. All data is combined and ready for commenting and sharing.

Here you can show your creativity by putting in content, drawing, adding text and shapes. The collage can be printed out or shared.

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Daily scrum Taking your toolbox

to work

What does rugby and Egmont’s newly launched website My Mobile Memories have in common? The answer is Scrum. It is a word which applies both in contact sports and when you need to generate team spirit in a work project.

Every morning the team behind mymome.com has a ‘daily scrum’ going through yesterdays work, today’s work, and possible obstacles. New ideas are discussed. The meeting normally lasts 10-15 min.

Every 14th day the group launch a new range of tasks to be solved. In order to estimate the time it takes solving these tasks, every person on team has a set of numeric play cards. The cards are of different values but the most used are ½-1-3-5 which shows estimated time consumption. If the expectancies are far from each other, it might be because different members of the team have different ideas on the content of the task. Once again the team discusses the tasks and plays a new round of cards.

Planning-poker

By Anne Saabye

Scrum board

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f you have ever been an IT-developer on a project, you might have experienced being surprised by the end product, and discovered that several sub-elements did not fit quite as well as you first thought they would. Perhaps you have had to re-adjust the delivery date.

Scrum is a word which originates from rugby and is an abbreviation for “scrummage”, which means a quarrel. But it also describes a new work method, which was used by the mymome. com team in the process of creating the new website. Using the Scrum method you always work towards a fixed launch date and ensure, at short intervals and as a team, that the sub-elements are complete.

would deliver, but not at which speed. After the first couple of rounds the team got to know their speed and development and as such we got more and more competent at evaluating what was possible and reachable,” says Christian Steen Jensen, Business Development Manager and head of the team behind Mobile Memories.

Believe in a better product Every morning the team had a “daily scrum” where everybody got up to explain what they did the day before, what they expected to reach on the day and if there was anything getting in their way. “It can provoke anxiety if every day you have to be accountable for what you did the day before. But it became a routine for us. I totally believe that you will get a better product using Scrum. We quickly saw the project as a whole. But you need to get the whole team and the organization along first,” says Christian Steen Jensen.

No nasty surprises Scrum is a toolbox and a method with which you often start over by taking a close look at your project and tune what already exists. It is about constantly prioritizing which functions needs to be developed here and now, transparency in development among the whole team as well as focus on the end user.

“Every second week we had a finished project and as a result we knew exactly where we were all the time regarding content, and we got to know our developing speed which helped us to plan more and more precisely,” says Christian Steen Jensen and continues: “Using Scrum, you try to avoid nasty surprises, like suddenly experiencing that you are moving in the wrong direction.

It is about visibility in the project. We knew what the programmers

Forced to prioritize Christian Steen Jensen feels that Scrum is a tool that forces you to stick to deadlines and keep prioritizing.

“If you do not use Scrum you risk developing towards a distant launch date and that the product is not complete until at the very end. This way, you will not discover until late in the process if you have usable results and if everything works. This method will often delay the launch date as the whole product is one, big delivery that you do not change continuously. We have not delayed our launch – instead we have tuned what we are launching,” he says. ▀

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In the team office is a large ‘scrum board’ – a big whiteboard with post-its in different colors. The post-its are the tasks for the next two weeks. Each color symbolizes categories for tasks e.g. ‘design’ or ‘programming’. On the scrum board there is a table listing ‘not checked out’, ‘checked out’, and ‘done’.

User Stories Pieces of white paper on the scrum board describe different tasks in details. The group leader judge the importance of each task before every developing round. The larger a number, the more important are the task. At the same time the results of the planning poker are listed on the note.

Burndown chart 15

The time line shows the progress of the work.

On the vertical axis are listed the total amount of hours the group has provided the task to last. On the horizontal axis are listed the date.

Every day this chart is updated and it is easy to see if you are ahead or behind. When the two weeks has gone the red line must be in bottom.

Personalized books selling like hot cakes

Egmont’s British publisher offers readers the opportunity to order personally tailored books where their names are used in the story. On the publisher’s website you can order the books and be written into Bob the Builder and Thomas the Tank Engine. Sales of these books now represent more than half the sales on Egmont’s British website.

GOING DIGITAL On Insight: Jeppe Mossin talk about Lindhardt og Ringhofs digital strategy

How to make a

personalized book

By Claire Greaves 1.

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4.

B

rand Manager Jenny Martin explains the background of the project:” The idea originated from a similar project which our Mr. Men licensee, Chorion, already had with Noddy (Harper Collins). Inspired by that, we wanted to find a similar solution with Mr. Men.” The first considerations were to find the right printing house for the project and to examine the product thoroughly. ”We looked around to find the format, theme, type of personalization and the best license,” says Jenny Martin. ”We also looked at what books our competition was selling, their pricing and what else was happening in the market. The original idea proved to be quite a challenge. Binding was a big problem – the printers bought a binding machine especially for the project”, Jenny informs us.

Go to www.egmont.co.uk Choose “Books and Magazines” to view a list of books you can choose from.

When you have chosen a book, you customize your character’s look and sex.

Your character will now be written into the story of your choice. You can preview the front cover before orde ring the book.

”This marketing strategy was a completely different model for us. We can monitor how customers are buying and monitor the direct result in terms of sales,” explains Martyn Luke, head of Marketing & Brands. Considered overall ,personalized books have been a success.

New projects demands change Changes were also made to the egmont.co.uk website. ”The web page was not set up for this type of product, so we had to start right from the beginning. It took 2 to 3 months to put an online system in place,” Jo de Lange, head of Egmont UK’s Digtial Team explains. ”It was not just a case of expanding our web site; we also had to ensure that the system could “talk to” our printers.”

In addition we used a new approach to marketing. Jo goes on:”Prior to the launch we used advanced online promotion to build up expectations, which we then followed up with e-mail campaigns during the first week of the launch.”

From zero to 65% of sales ”Personalized books are a success in that they represent 65-70% of the sales via egmont.co.uk and the figure is probably higher when we consider the time of the year,” says Jo. ”Customers can find products on egmont.co.uk, that they do not see anywhere else. However, initial expectations were too high – we expected more, since we had nothing to compare to.” ”We are now meeting the revised expectations and are much more satisfied with our sales figures. It has been a worthwhile experience,” says Jenny.

16

17

Film treasure recreated digitally

4

”The project that I am most proud of is the movie Qivitoq, which I have just finished restoring. Among other things I reconstructed the credits from bits and pieces I have tracked down,” says Tove Jystrup.

Qivitoq is the Oscar-nominated drama about the manager of the trading station in Greenland and the young female teacher, whose love is put to the test by the harsh climate. Every week Nordisk Film gets enquiries from people who are interested in seeing the film still.

This is a frame from the film after color grading.

Tove Jystrup restores old films from Nordisk Films treasury. With her team of professionals Tove Jystrup scrutinizes each film frame by frame, restores damaged parts digitally and transfers them onto film, so that they once again are ready for the movie theatre’s dimmed lights.

By Lotte Ilsøe

1

The original negative is placed in the scanner and scanned onto a hard disc.

Old films often lose color when stored for long periods and must therefore first be color graded. Anders Bloch-Rose, colorist, color grades each and every clip in a film. If a film has 1000 clips, it has to be color graded 1000 times. It takes about a week in the scanner room before the film is completed.

”What Anders actually does is to create the lighting from the beginning - a new interpretation of the film. If the film’s director or producer is still alive, we ask them to sit in, so that we remain true to the original style,” explains Tove Jystrup, coordinator of the restoration process.

3

2

While the film negative is being color graded, Tove takes the sound negative along to sound director Steen Rønne. He corrects the sound, for example reducing background noise and smoothing out the switch from clip to clip. The jointing of two clips on the old film creates a loud crackling noise in the soundtrack which Steen can reduce.

Tove Jystrup inspects the entire film for scratches, damage and signs of overrun. In the ”Smoke room” Tobias Bach Hansen, junior compositor, repairs any damage to the film. This can be a long-winded process, since he needs to correct each frame in the film, one at a time. A film contains 25 frames per second.

”We do a lot to the films, but we do not want to remove the essence. We remove what we cannot put up with. In the old days we would put up with shaky cameras and spots on the film, but today we have to remove these to ensure that it will be commercially saleable,” Tove Jystrup explains.

Once the film is completely restored, the sound is adjusted and recorded over to an HDSR tape, which is the format with the highest resolution. From this the film can be digitalized and recorded over to reel, if it is going to be screened in a movie theatre. The original negative and sound negative are stored in the archives for future generations.

Tove oversees the whole process from when the film is scanned until the final restored film is recorded onto the HDSR tape. It is important that the job is carried out by more than one individual. ”We need two pairs of eyes, it’s a joint effort. A defect can be missed in the blink of an eyelid,” Tove Jystrup tells us.

Tove Jystrup, Post Production Producer

5 19

”The fantastic thing about film is that you can take a negative from the 1930’s, view it, and it is as good as new. So in the long term film lasts, and that’s what we don’t know about digital copies. They might only last 5 years, considering the speed of change nowadays,” Tove Jystrup believes.

In earlier times a film was something with a reel and possibly a VHS tape. Nowadays the contents of a film may need to be adapted to up to 40 different digital formats. In Nordisk Film Digital Production they are experts at setting up and converting the many different digital formats.

By Lotte Ilsøe

N

ordisk Film Digital Production is a small division with a team of four which converts files and tapes to digital distribution files. Today’s formats such as DVD and Blue Ray might disappear in 5 or 10 years time. Instead customers will download or stream their films online - and for that there are numerous different formats. Currently there are 40 different digital film platforms for any given film.

This is a challenge for the film industry as you need, as a film distributor, to be able to deliver in all the available formats.

40 different film formats 20

The conversion of files can be a slow and technically complicated process. Here the Digital Production team. Lasse Nissen, Technical Engineer , Flemming Rieland, Technical Engineer, Wilma Zandbergen, Manager, (Adaocha Anna Odu, Technical Engineer did not make it onto the photo).

Our capability is our wealth Digital Production was established in 2007.

Since then they have amassed a wealth of experience, and today Digital Production can convert files from any source and still maintain professional quality.

”We are expanding our in-house competence, which covers all the digital platforms”, explains Ulrik Rasch, general manager operations, Nordisk Film, , and adds: ”Our capability is our wealth and we will still be living on this in 10 years time, so we need to control how we distribute our digital capability to as many distribution channels as possible. Today the market for digital products is marginal, but expectations are that the market for Video-On-Demand, among others, will increase by 900% in the next three years.”

21

Competition cannot keep up Already, there are a number of platforms which require files in different formats, but the really big customers are biding their time, and they are the broadcasters.

” We are waiting for the broadcasters to quit using tapes once and for all,” says Lasse Nissen, Technical Supervisor at Digital Production.

”The big risk with being a first mover is that we will have to be capable of fulfilling every demand, we need to be able to deliver everything. We have invested countless hours of development time in this, which has cost money, but it has also taught us a lot of valuable lessons. It also means that we are miles ahead of our competitors because of our know-how, our quality and the fact that we have digitalized more than any of the competition have,” Ulrik Rasch says.

Initially Nordisk Films’ own property has been digitalized. The objective is to digitalize Nordisk Film’s entire catalog within a few years. To this date Nordisk Film Digital Production has digitalized more than 700 titles and delivered files to over 40 platforms throughout the Nordic countries.

▀

What is a

community?

The word community is derived from the Old French word communité, which comes from the Latin communitas, which is an expression for fellowship or organized society. Since the advent of the internet, there are no longer any geographic boundaries in the concept of a community. People can get together in a virtual universe and share their common interests regardless of where they are physically.

Allow users a sense

of ownership To increase activity in a community, you need to relinquish control and let the users decide more. That is what the team behind Barnimagen.com has done.

By Anne Saabye

”D

ear Diary, well, 20 days to the birth”. Hjemmet Mortensen in Norway are behind barnimagen.com, where expectant parents can discuss, read articles, get good advice, keep a diary and create their very own website with a built-in countdown to the date of the delivery.

And this is something which expectant Norwegians appreciate.

With 42,000 unique users and a million hits per week, the community has become a popular site to visit.

and other social networks.

To prolong the users’ visit, they are given the opportunity to start a dialog with those responsible for the website. Employees reply to comments made on articles and use readers’ input to further improve the articles.

”42.000 users will always know more than one expert. The possibility of entering into a dialog with those who run the community gives them a stronger feeling of ownership,” says Svein-Erik Hole.

Barnimagen has the highest turnover This community has the highest turnover of all the sections in Hjemmet Mortensen Digital. “The turnover per user is remarkable,” says Svein-Erik Hole, the editor of klikk.no, the ”parent” site to barnimagen.com. He is not surprised at the number of hits per week.

”There is hardly a target group which has a greater need for information than couples who wish to start a family, are expecting or have just had their first child,” he says and continues:

”When they discuss with one another on barnimagen.com, they invite new perspectives which journalists would not have explored. And simultaneously barnimagen gets a lot of free content.”

Loosen up on some control If he were asked for another piece of good advice on how to keep users interested, this would be to first of all take them seriously.

”Let them know when they’ve done well.

Be polite, even if they’re in a bad mood. Relax your control a little to allow the user to decide much more than you are accustomed to doing in printed media. And remember to think commercially and concentrate on products which you know can be sold,” he says. ▀

What the users want At Hjemmet Mortensen they have a number of products for parents who are expectant or already have small children, among others Klikk Foreldre, Dinbaby.com, as well as the magazines Foreldre & Barn, Gravid and BAM.

Hjemmet Mortensen has plans for several new services which will contribute to enticing users to remain connected. For example, a better names guide which can also be integrated with Facebook

GOING DIGITAL On web: Join the debate on www.barnimagen.com (NO)

22

23

Barnimagen.com was founded by midwife Siri von Krogh in February 2000 and is a”virtual society” for all expectant couples and a platform for a number of information services in the category ”Mother/child” on the internet.

When users

decide

”Communities” is one of the hot words on the internet. With international Gigasites such as Facebook, Twitter and Youtube in the lead, user-generated content is a big driver of traffic. Hardcopy have asked some of Egmont’s digital experts about their experiences with communities.

By Anne Saabye

Espen Klem Community Manager - Klikk.no

A community must contain two ingredients: Activity and togetherness. Until now the forum at Klikk.no has been grappling with the ”chicken and egg” syndrome. Users don’t sign up because there is no activity, and we cannot create activity without users.

Togetherness is easy to achieve. As a facilitator or journalist you need to be polite and helpful. This is how we greet users who contribute quality content. It is the user who should be put on a pedestal, not our employees.

We concentrate our resources in two areas. Klikk employees get involved in new chats and answer any user queries. In addition developers work on new services and the adjustment of existing ones. Users help one another, give us hints about any problems and the atmosphere is really positive.

Most important is the creation of more traffic. Two areas differ widely. The content needs to contain a lot of detailed knowledge for search engine advertising. Then we also work at getting our advertisers to become experts in their own field. We wish to be paid for introducing them to users. Not for advertising our own products, but to offer assistance and in that way promote their own brands.

Tine Bjørneboe Digital Product Manager, Serieforlaget A/S

Christian Steen Jensen, Business Development Manager, recommends:

10 things you should know before creating a web community or service: 1

2 3

4 5

24

Youths and children want to have an input and contribute to the media they use. That is why Egmont Serieforlaget has created meeting places on online platforms. Online media are important tools for promoting internet behaviour. The older the target group, the more time they use to create content themselves.

They start with games and quickly progress to the social forums. For example, on Olivianet.dk, where the majority are between 10 and 14 years old, 79% of the traffic is in the community sector, while only a third of the users on Andeby.dk use communities. On the pages for 8- to 12-year-olds, like Andeby.dk for example, there is also a lot of interest in dialogue with the sender and characters from the internet universe. This dialogue is just as important for creating confidence and relevance in the brand.

Communities are also important commercial tools. It pays to be there when users are trying to separate themselves from the community. This is why Nike has chosen to cooperate with GOAL and use the relationships and dialogue that has already been established by users on Goal.dk. This is a long-term investment in loyalty and brand preference.

Define what makes your service special and who it is for.

The hook (Why go there?) and the glue (why come back?).

How do you imagine someone recommending your service, ”Go on www.site.com because ...”

Build as little as possible. Focus on how you can make a difference and use energy and time on it. Most features of software will never be used anyway.

6

Build something that works. It is difficult to get users on the network to go back to a flop.

7

Start small. Small teams can act quickly and adapt to changes in knowledge which the team will experience constantly. It also makes it cheaper to fail.

8

Build as little as possible yourself. Why build a function already available on the Internet.

9

Keep it simple. Build something that is easy to use. Your user gives up quickly if it is not user friendly.

10

Assemble a team to take ownership and become part of the service. Consultants should not stay and take responsibility.

25

Do not solve all the problems in advance. If you one day might upscale, because you have 1 million users, you are well placed.

Launch as early as possible. You do not want develop too many unnecessary things. You will discover the real use of your service when users enter and act upon it.

Be patient. It takes time to build before the users will be there. Most well-known communities are older than you think - Twitter is nearly 4 years old. They say as a rule of thumb it takes 3 years to get a site to be successful.

15 communities with over 50 million users 1

Facebook, (350,000,000)

2

MySpace (263,920,102)

3

Qzone (200,000,000)

4

Windows Live Spaces, (120,000,000)

5

Habbo (117,000,000)

6

Friendster (90,000,000)

7

hi5 (80,000,000)

8

Tagged.com (70,000,000)

9

Orkut (67,000,000)

10

Flixster (63,000,000)

11

Netlog (58,000,000)

12

V Kontakte (51,013,500)

13

MyLife (51,000,000)

14

Classmates.com, (50,000,000)

15

LinkedIn (50,000,000)

GOING DIGITAL On Insight: Meet editor on Kino.dk, Søren Søndergård (DK)

Olivia arranges

a Sing along competition Movies should be seen

at elevunivers.dk

Erling Løken Andersen CEO, Biip.no AS The financial crisis has hit all the media operators hard. Social media are no exception. Our turnover and bottom line has been reduced in 2009, primarily due to reduced advertising revenue. However we see this as a passing phase, since no media is more orientated to the future than the media that adjusts to its users.

Together with Bo Myrås and Ozan Øzerk I started Biip.no at home living bachelor-style.

When we started we had neither marketing- nor development budget, no employees, no canteen facilities and no market research to fall back on. All we had was a good idea, a bachelor life, three PC’s and get-up-and-go.

Only one month after launch we had 25,000 registered members. In 2008 we passed the 400,000 members mark, and at the same time the turnover of Biip.no reached US$ 3.17M (18 million Norwegian Kroner (NOK) – with pre-tax profits of $1.35M (7.7M NOK).

In this relatively short space of time we had gone from being totally unknown to the 13th biggest internet page in Norway, measured in visits to our page.

Our vision was to make money from the page eventually, so we made information about cell phone numbers, age, gender, and place of domicile obligatory for registration.

This made it possible to segment advertising based on biological and geographical data. We were the first community in Europe to launch “segmented advertising” in 2005. Facebook followed suit in 2007.

We have close contact with our members, are dedicated users of our own website, and we believe in our own product. If Facebook or another popular net community offers a new, popular service, within a few days we have developed an equivalent service. 2010 will be the age of interaction.

26

You can now sing karaoke on Olivianet.dk. The magazine Olivia primarily use their readers as models in the magazine and now the new karaoke concept invites readers to be singing stars within the Olivia universe. On Olivianet.dk users can sing and record their favorite music from a list of hits. They can play the songs back to themselves and other users of the site over and over again. Users can also enter song competitions, judge and comment on others’ songs, get to the top of the Olivianet entries and get reviews in the Olivia magazine. Apart from the entertainment value of the activity, the intention is that the Sing-along machine will also be used as an audition platform for a song competition which will in fact be held in large centers throughout Denmark in 2010. The winner gets to record a single on a new Olivia CD.

“Sing-along is the ‘15 Megabytes of fame’ for Olivia readers and supports the magazine’s concept that the readers themselves are everyday stars on the front page and in the fashion section,” says Tine Bjørneboe, Digital Product Manager at Serieforlaget A/S.

In October Filmstudiet, one of the first user-driven sites for teaching in elementary school, was launched on Alinea’s student-oriented teaching portal elevunivers.dk.

Filmstudiet gives students in the middle and senior classes the opportunity to go exploring and discover a wealth of knowledge about film and film production, and they can submit their own articles to Filmstudiet’s Filmwiki. There is qualified help at hand for students creating their own films. They write the script and sketch the storyboard and Filmstudiet guides them in the editing of their own shoots, whether taken on a cell phone or a digital camera.

Students can present their films in Filmstudiet’s movie theatre and add script and storyboards - making it possible to follow the process from idea stage to the final product. They can, naturally, comment on and rate others’ films as well.

“We follow the YouTube trend and Alinea is one of the first to offer pure web 2.0 film material to high schools. We hope that a lot of students will take advantage of this opportunity, so that we’ll have a lively site. Movies should be seen at Elevuniversitet,” says Rikke Bay, publishing editor for Alinea.

27

Play and learn with

Pluszaki Rozrabiaki

Northern App

succes

Renting movies in rainy weather?

– No thanks!

With Video-On-Demand, you can rent everything from the hottest movies to old classics directly from the sofa. And that is apparently something Nordic consumers like. According to the head of Nordisk Film Digital Distribution, Adrian Mandrup, the turnover for the digital distribution of films in 2009 has more than doubled since 2008. But the peak hasn’t been reached yet Mandrup says.

”We will continue to experience an explosive development and growth in the digital cinema market. Now, our customers are shops like YouSee, TDC, Telia, Telenor and CDON. But there are many other platforms where you can buy our products. In 2010 we hope that PlayStation, which is distributed in Scandinavia by Nordisk Film, may be one of the new Video-On-Demand providers so it can evolve from being a gaming console to an entire entertainment center, from which one can rent and play movies.”

Whether this will happen, time must tell, but there is no doubt that 2010 will be the year where Video-On-Demand will mark itself as a very strong alternative to traditional DVD.

TV 2 School:

A new digital learning resource TV 2 Norway has used their in-house skills and introduced Norway to a news channel for children and adults. Several channels have offered free online services for schools, but TV 2 School distinguishes itself by its subscription service to an online news channel with constantly updated content. Every week TV 2 School produces two broadcasts.

Each broadcast lasts 10 minutes and one is targeting children from 1st-7th grade. The other is targeted at young people from 8th-10th grade.

”A topical-based concept tailored for the school is what we believe will sell in a market filled with free offers. Most teachers do not have time to look for a lot of content. They want relevant and updated content handed out,” says Yngvar Nordberg, Managing Director of TV 2 School.

28

Pluszaki Rozrabiaki (Snuggly Rascals ) is a children’s universe for the 4 to 7 year-olds. Five cute soft toy animals are the main characters in a universe which combines magazine and CDs with an online universe. The magazine and the digital Pluszaki Rozrabiaki universe have activities like labyrinths, puzzles, coloring pictures and exercises, all of which strengthen children’s understanding and logic. Each edition concentrates on a theme, for example co-operation or self assurance, which is woven into the activities on the website and the magazine.

In June 2009 Egmont Polska signed an agreement with one of the most popular Polish life-style channels TVN where Pluszaki Rozrabiaki introduce specific bedtime cartoons, such as for example “Hello Kitty”or “Vet Fred”.

“We think the time of traditional solutions has passed, and that combining print and web is clearly the future for everyone. Step by step we will transfer more and more of our printed content to digital media,” informs Joanna Kuzincow, Editor in Chief at Egmont Polska.

“Egmont Polska’s editors and marketing specialists are particularly proud of the Pluszaki Rozrabiaki universe, where Egmont owns all rights to the ideas. The potential uses for this brand are boundless,” says Joanna Kuzincow.

29

Egmont Serieforlaget AS, Oslo, recently launched their first iPhone application. The App “Tegneserier”(“Comics”) was an immediate success, coming third in a top-25 list of Apps sold in Norway. An App is an application, or mini-program that can be used with media such as iPhone and iPod Touch. There are several thousand different Apps, everything from TomTom Navigation (GPS) to simple games.

“We are thrilled that people really seem to be taking advantage of our new product. By offering a section of our core products on a new platform we have proved that Egmont has some really good content, the capability to adapt to a fast developing market and, as it would now seem, can earn money in the digital arena,” says Helge Birkelund of Egmont Serieforlaget.

Using proactive PR, Serieforlaget enjoyed strong and positive coverage from the press. PR and social media such as Facebook, Twitter and their own websites have played an important part in the success of the App “Tegneserier”. Since there are already many different Apps on the market, it is important to establish yourself at an early stage, so that you can take up a strong position.

Egmont makes

media history During the last 100 years the progress of the media has advanced further than in any other previous period. Egmont has been involved throughout these years and, with a grant from the Egmont Foundation to Denmark’s Media Museum, it is now the task of the museum to research the development from lithographs to blogs.

By Niels Almer

T

he collection at the media museum in Odense still has the atmosphere of an earlier graphics museum with typesetting machines and an assortment of other graphic equipment. There is even a video showing how ”Hjemmet” was produced in 1916. Now the scene is set for new adventures at the media museum in H.C. Andersen’s birthplace.

In a large industrial warehouse is a grand old rotation press from 1914 placed, telling the story of a strong media industry over the last century. The press is there because weighing in at 23 tons it is not easily moved. The floor needs special support and moving the machinery carries a considerable risk that it could crash down 3 floors and down into the moldy soil of Denmark.

Museum 2.0 The old press will soon be joined by a modern digital laboratory. The Egmont Foundation has contributed about EUR 1 milion (over 7 million DKK) to help the museum to modernize from being a graphic and press museum to a fully fledged media museum for the entire country. The museum director, Ervin Nielsen, will be in charge of bringing the media museum into the digital age.

”We have been a technical museum that focuses on what in fact is produced from machinery, and how that affects us.

In the digital world our task is to describe a more fragmented view of the media, which reaches out in all directions,” he explains, while showing us round the museum.

The aim of the center’s different activities is to give visitors to the museum, including children and youngsters, an insight into the technology and tools of the media and therefore its strengths and weaknesses.

Ervin explains the impact of the grant from the Egmont Foundation on the media museum:

”Our 300 square meter industrial area will be converted into a living media center with particular focus on electronic media.

In addition we are preparing a completely new exhibition covering Danish media and its history”.

In the media center the museum visitors will be presented with problems and dilemmas from reality and allowed to experience the opportunities presented

The effects of documentation As with all other projects the Egmont Foundationdemands documentation recording the results of the projects. The media museum is therefore preparing a system to collect data about the visitors’ user patterns at the museum.

Video GOING DIGITAL On Insight you can see Ervin Nielsen narrating the history of Egmont, the pioneer back in the 1800’s as well as a tour of today’s museum.

by TV media as well as its limitations. The public will also be invited to participate. For example on the media studio, where one can experience being in the hot seat opposite a virtual news journalist.

All the guests’ own media productions and experiences can be uploaded to their specific online museum profile – since the content will naturally be able to be shared on Facebook afterwards. In effect the expansion of media means that terms such as ”permanent exhibition” are a thing of the past for the media museum. Ervin therefore wants to create an exhibition stage suitable for small, quick, current exhibits. This is the only way in which the museum will be able to portray today’s fragmented picture of the media.

Media literacy In the large industrial area there will be room for equipment which will be able to teach new media generations a discipline which researchers call media literacy.

”Media literacy means that users of media are qualified to be critical of the media’s points of view and their documentation. Most of our visitors have grown up with digital solutions, and are not afraid to expose themselves to the new technology.

It is therefore up to us to allow them to navigate in a more complex media world, where anyone can be a journalist,” Christian Hviid Mortensen explains.

Christian is the director of the museum andresponsible for the history of electronic and digital media. He has just decided to cancel his TV subscription, because he watches TV on his PC. In many ways he exemplifies the new media world, which the museum needs to relate to and portray.

He wishes to choose what he wants to see, rather than subscribe to broadcasts where others decide what and how. He receives radio on a podcast, when he wants to, or has the time. He is on Facebook, where he shares news stories with his friends.

The museum works with e-books, computer games, Facebook and blogs, but fortunately need not consider “what’s hot” and “what’s not” in the new media. They do need, however, to maintain a global view.

”We must follow the long-term tendencies, like for example democratization

of the free press. A movement which had an influence over the existence of newspapers, up till now where everyone can have a blog and broadcast their own opinions,” explains Christian.

Egmont at the museum In the museum’s existing exhibit of the breakthrough of mass media Egmont has a natural place. That is to say, Egmont H. Petersen. The entrepreneur who might seem a little old fashioned in 2009, but who showed foresight and was one of the most visionary business leaders of his time.

He truly understood risk-taking and how to use the advantages of the modern media at the end of the 19th century. The demands on Egmont today are the same, and business models are not to be taken for granted today either.

Christian sees three basic periods of time which the exhibition will portray (see fact box). These three periods have one thing in common – different forms of power prevailed. These could have been authoritative, the power of knowledge or the power of money.

”What is clear is that, from the time Egmont came into the media picture, money became the dominating language in the media world. From the 1890’s advertising revenue has been an important part of the media’s cash flow,” he believes.

Whether Egmont will be in the new exhibition must depend upon whether we can work just as innovatively and with the foresight which we showed in the times when mass media broke through. In a way one could say that history is repeating itself.

The media center opens in 2010 and the exhibition in 2012. ▀

Most of our visitors have grown up with digital solutions, and are not afraid to expose themselves to the new technology.

Three epochs in the museum’s media exhibition 1920 to today: Electronic and digital media take over from graphic media 1850-1920: The breakthrough of mass media when printed media became common property Up to 1850: Media in the hands of the elite and for the chosen few

Ervin Nielsen, Museum director

”Brilliant film, I’ve have never read the books, neither the first nor this one, but I think they’re fantastic!

Worth every penny! And imagine! It will be available on DVD as well”

”At last someone who thinks the way I do; romper suits for grown-ups :-) That’s what I want!”

Sent in by Nick on kino.dk

Sent in by Merete on Klikk.no

”I tell you I’m terrible at training horses. Advice? Everyone else manages but I look like a novice :-( Need help! No replies like: ask your riding teacher, I’m going to rent a horse for 4 months and ride it myself. Good practice for getting a horse into shape?”

”Hi Andeby.dk, I love reading your mag” Sent in by Tammi on andeby.dk

Sent in by Jackson on stallet.se

”You know when you have just been given/bought a new cell phone and a month or so afterwards you would actually rather have had a different one …

THAT SUCKS!!!”

Ask Mona – ditt Bryllup.no

”I was wondering if you could give us some ideas for entry- and exit music for our wedding and possibly even an alternative tune that we could use, if we want to?”

Sent in by XMarillo on Olivianet.dk

Sent in by Cecilie Mona replies:

”Have you got a fringe or a side fringe or nothing at all? I’ve got a side fringe...”

Sent in by Visha on Olivanet.dk

”As editors we do not wish to decide which melody you should choose for your wedding. Our best advice is that the two of you find a tune which means something special for you. To recognize a melody which brings back memories can be even more special.

If you don’t have a special song, devote some time before the wedding to finding a song which expresses what you feel for one another and which you feel can represent your special day.”

Question to Andy – author of Mr. Gum

”Hi. You came to my school but I was too shy to ask my question, so here it comes! How do you think up the names that fit the characters in Mr. Gum so perfectly? By the way – You are absolutely fantastic and a writer with a great imagination! – Katie” Sent in by Katie on mrgum.co.uk Andy replies:

”Hi Katie! Thanks for your question. Well, when I invent a new person they usually bring a name with them. I actually don’t think about it, the name is like suddenly in my head.

Sometimes I need to work a bit harder to find a good name, but the best is when they come to me automatically like some brain magic that I can’t explain”.