Nyt Chat Media is talking to you A totally new way to reach millennials

It all started with Whatsapp… • In 2014 Nyt started to send a daily, curated

Whatsapp-message to all those who just simply added Nyt as their friend on Whatsapp

• The message included links to most interesting articles in Nyt.fi

• Tone of the message was very personal and ”chatty”. Our friends sent messages and photos to us and we replied

• Soon it became too popular: with over 5000 subscribers we just couldn’t handle the amount of friends with heavy technical load for one account. But we had learned something…

We needed something totally new for Millennials:

an experience that differentiates the product

from web-era architectures and design

choices: simple chat-based communication is

something young audiences are used to follow

a mobile-only experience with a strong focus

on community and audience building

an innovative and native revenue model based

on coupons and events around community to

counter diminishing returns from banner ads

We created an app that delivers news over a chat-like interface

The app is modeled around UX that's

familiar from Whatsapp, Facebook

Messenger and other chat and

conversation based apps

The user gets information in "message-

sized" chunks and can reply to the

editors with text, photo or video

Introducing:

Nyt Chat-app

• a media that talks to you

and you can chat with

• soft-launch in November

2015

We involve users and chat to them as they were our friends

• a quick way to make surveys and ask anything related to hot daily topics

• hundreds of answers in a matter of hours

A totally new way to make native advetising

• an innovative revenue model based on coupons and promotional events around community.

• Our goal is to counter diminishing returns from banner ads and the coming dilution and saturation of video advertising.

First results are promising:

• Thousands of active weekly users and a lot of good feedback straight from users through app

• The active user base (MAU) has good retention compared with other Sanoma apps.

• Commercial partners have found the platform effective, as we have been able to mobilize hundreds of users to attend events as part of ongoing partnerships

Partner

content

Lastly, we wanted to build on

positive results from a year-long

experiment in delivering news over

Whatsapp.

Nyt was one of the first news sites

to experiment with Whatsapp, and

we got international attention for

the experiment.

THANK YOU! Some winter pics we have received through app