Stavanger Aftenblad uses technology, local football coverage to incre…


Half of our new subscribers stop their membership following a quite limited amount of money of time. So we questioned how we could create loyalty and preserve them as subscribers around time. 

A big proportion of youth in Norway participate in soccer. So why not give them soccer coverage like they’ve never seen before? We could include all area football groups from the age of 13 to senior as if it were being the Champions League.

Stavenger Aftenblad approached non-professional sports coverage like it was a professional sport.
Stavenger Aftenblad approached non-qualified sporting activities coverage like it was a experienced activity.

In southwestern Norway, we have over 100 various football clubs, and far more than 7,000 matches are played every time. Close to 10,000 gamers are involved, which usually means the area is populated with household members, good friends, and supporters eager to look at and stick to youth and senior football.

This was an opportunity Stavanger Aftenblad just had to seize. In 2020, we contacted the news agency NTB to explore how their ideas for a dedicated soccer robot ended up heading. These talks led to a partnership in between NTB and Stavanger Aftenblad, and we employed a full-time journalist who would protect only area soccer. 

Thinking local

In August 2021, Stavanger Aftenblad launched Mååål! (which suggests “Goaaal!”) and is made up of a few components:

1. Computerized match stories

By the collaboration among Aftenbladet and NTB, we built and developed a robot during the COVID pandemic. Mååål! was launched in August 2021. For the duration of this period of time, all soccer activities were being stopped in Norway, and Mååål! was launched as before long as the country reopened its soccer routines. 

With this technology, all group leaders enter details into an application that belongs to the Norwegian Football Affiliation. They fill in the workforce lineup, aim scorers, suspensions, and substitutions. By way of their open up API, we can access all this information and feed it into the post generator. From there, the facts is enriched with purely natural language to develop article content. 

Robot journalism is complemented with a human touch.
Robot journalism is complemented with a human contact.

Mååål! covers senior soccer from the seventh division and up to the Elite division, as well as all youth soccer, starting up with 13-12 months-olds. All through this system, we have been given responses on how the article content primarily aim on gamers scoring targets. And these observations are suitable we have created the robotic to prioritise titles dependent on the person who scores a hat trick. 

As a result of this feed-back, we now approach to alter the wording for youth soccer. We will update the coding to not only prioritise goals in the titles and will clear away sturdy language when just one group is top-quality to the other. We are also now bringing the overall workforce lineup into the articles or blog posts, earning so the coverage reflects the entire workforce. This was an significant adjustment right after dialogue with our customers. 

This also serves our method of developing faithful subscribers over time, while making it possible for them to read about household users and pals in nearby soccer.

2. Editorial protection of nearby football

Mååål! journalist and venture supervisor Mats Haugland covers all the tales ranging from remarkable football matches, rivalry, youth ambitions, the transfers of players amongst area golf equipment, voluntary work, and nerve-wracking advertising matches.

Mååål! also has its own podcast covering the most current information, the teams’ performances, and conversations about proficient nearby gamers. 

The football portal is extremely popular and has helped boost subscriptions.
The soccer portal is really popular and has assisted strengthen subscriptions.

3. Streaming of third-division matches

In addition, Aftenbladet has streamed more than 80 matches in the location, from the most affordable tier to the 3rd division. Streaming these online games generates a substantial quantity of function. However, with the too much to handle reaction from Aftenbladet’s subscribers, it is very well worth the effort and hard work. 

Right after 6 months, Mååål! has bought over 900 subscriptions and produced extra than 3.5 million web site sights. Statistically, 28.5 % of Aftenbladet’s subscribers renew their subscriptions. With this portal, we elevated the renewal premiums to 50%.

We have proven loyalty by technology, making a prolonged-time period venture that is totally sustainable for our organization. Mååål! is a scalable thought that could be adopted everywhere in the globe.


Resource url