The Mario Blog
Norway’s Aftenposten: the rethink of those weekend editions

TAKEAWAY: Norway’s Aftenposten premiered its new rethink this week, and today the first of the weekend editions appears. We take a look!

This is the weekend edition of TheMarioBlog and will be updated as needed. The next blog post is Monday, March 31

Update #3: New York City, Saturday, March 29, 17:37

TAKEAWAY: Norway’s Aftenposten premiered its new rethink this week, and today the first of the weekend editions appears. We take a look!

Sunday’s edition: a 3-section newspaper
Here is the Saturday, March 29 front page for Aftenposten

These are the front page and the second section front for today’s edition

Tuesday of this week, Aftenposten’s, Norway’s leading daily, introduced a series of changes that we call a “total rethink,” involving some tweaks in the look & feel, but,more importantly innovation in storytelling, content flow and sectioning.

Under the new leadership of editor in chief Espen Egil Hansen, Aftenposten is now fully integrated into the media quartet across platforms, with the role of the printed newspaper enhanced to be a part of the quartet.

The daily newspaper includes two sections: news and sports in the first section, with culture, debate and Oslo Guide in the second.

The weekend Aftenposten package

For Norwegians, the weekend newspaper editions are quite special. While they expect it to have news, of course, they also hope it is a more lean back experience. So, traditionally, Aftenposten has had a 3-day weekend package that has settled well with readers.

Here is how Ronny Ruud, project leader, put it:

“We are in no doubt that the weekend newspapers are becoming increasingly important, and by this change, we have chosen to focus even stronger on Saturday and Sunday, but in Norway the weekend starts on Friday.”

Aftenposten’s own weekly magazine A-magasinet is the oldest newspaper magazine supplement in Norway, created in 1926.

“It’s the largest newspaper magazine and without a doubt the part of our newspaper package that our readers enjoy all the most,” Ronny said.

Because of A-Magasinet Friday is the day Aftenposten experiences its highest single copy sale.

The Saturday edition

The Saturday newspaper has an extra large Saturday section where the emphasis is on news features in addition to portrait interview , food and other lifestyle topics.

And on Sunday

“We are increasing the number of pages in the Sunday edition. Our business magazine with features and columnists will be moved from Thursday to Sunday and changes include more towards career. In addition, the culture section will have lots of Sunday leisure reading – including literature, reviews and essay. We will give the readers several pages of insight and background on Sunday, and last but not least, give our readers more of what they are most fond of – international reports and newsfeatures, ” Ronny said.

Aftenposten is still of the few Norwegian media houses which has correspondents around the world,” Ronny said.

Who are the Aftenposten readers?

The readership of Aftenposten is almost as high daily as the weekend . The 7-day subscribers are Aftenposten’s most loyal readers.

Here are 2013 readership numbers from TNS Gallup.

Aftenposten Monday – Friday: 658.000

Aftenposten Saturday: 660.000

Aftenposten Sunday: 459.000

In addition, the weekly Friday magazine (on glossy paper) has 723.000 readers.

A Magasinet: today’s edition pages

All the pages above are from this week’s A Magasinet

Other weekend edition pages
Above two spreads from the Saturday feature section
A story about 20 golden business ideas from Sunday’s edition
Rosetta Stone feature: from Sunday’s edition
Our project included creating a distinct look for each of these days, as shown here:
Prototype for the Saturday edition front page

Prototype for the Sunday edition front page

For our first Aftenposten rethink case study:

Norway’s Aftenposten: a total rethink for the digital age

TheMarioBlog post #1459
Blog Post09.22.2017—4am
Mexican earthquake: front pages tell the story
Blog Post09.21.2017—1am
Saying adios to The Village Voice in print
Blog Post09.20.2017—1am
Vogue in print: “point of view, attitude”
Blog Post09.19.2017—1am
The Boston Scene
Blog Post09.18.2017—1am
Thoughts on print: still here, still full of surprises, worthy of attention
Blog Post09.15.2017—1am
New report: For publishers, Facebook is no revenue panacea
Blog Post09.14.2017—1am
Smartphones and web traffic: where the action is
Blog Post09.13.2017—1am
Paris Match: a good visit and big plans
Blog Post09.12.2017—1am
Irma: the morning after
Blog Post09.11.2017—3am
Irma: the bad girl on every front page
Blog Post09.08.2017—1am
Type Magazine: the new Roger Black project
Blog Post09.06.2017—1am
Linear storytelling for mobile: a good example
Blog Post09.05.2017—1am
For Le Journal de Montreal: article page acts like home page, sort of
Blog Post09.01.2017—1am
Facebook the new front page?
Blog Post08.31.2017—1am
When it comes to news, “designer labels” can make the difference
Blog Post08.30.2017—1am
Those fabulous print glossy ads
Blog Post08.29.2017—1am
From here and there: what the email basket brings
Blog Post08.28.2017—1am
Why I would show this Times Mag cover to my class
Blog Post08.24.2017—1am
A caricature for the ages
Blog Post08.23.2017—1am
It was the day Americans looked up!
Blog Post08.22.2017—1am
It was all about the solar eclipse of the century
Blog Post08.21.2017—1am
A day without local news? In Minnesota, readers experience it
Blog Post08.18.2017—1am
The good news about print (in the USA)
Blog Post08.17.2017—1am
What’s your lead story right this minute?
Blog Post08.16.2017—1am
Panama’s La Prensa: workshop digital media, day 2
Blog Post08.15.2017—1am
Panama’s La Prensa: digital workshop
Blog Post08.14.2017—1am
Millennials still like their Facebook
Blog Post08.11.2017—1am
All about the Eclipse: the Times nailed it.
Blog Post08.10.2017—1am
It’s the Monocle printed newspaper again
Blog Post08.09.2017—1am
Who pays for news, and who believes the news? Report tells us
Blog Post08.08.2017—1am
Workshops: linear visual storytelling
Blog Post08.07.2017—1am
For newspaper print editions: the power of the headline
Blog Post08.04.2017—1am
Behold the iPad: it’s still part of the media quintet
Blog Post08.03.2017—1am
At the NYTimes: push for customized content moves forward
Blog Post08.02.2017—1am
The Mooch’s quick departure on the front pages
Blog Post08.01.2017—1am
At The New York Times: aggressively pushing digital subscriptions
Blog Post07.31.2017—1am
Thoughts while on vacation
Blog Post07.14.2017—1am
Local newspapers, new digital strategies that work
Blog Post07.13.2017—1am
The Donald Jr. Russian story: It’s somewhere on that front page
Blog Post07.12.2017—1am
Ecuador: where print still dominates
Contact us with speaking requests, questions or to discuss a project.