KSF Media is Finland’s leading Swedish-language media agency, and its publications include Finland’s largest Swedish-language newspaper (Hufvudstadsbladet) and the local papers Östnyland and Västra Nyland. Although Hufvudstadsbladet already had a mobile app, it had limited opportunities for further development. When KSF Media hired Antti Haarala as Chief Digital Officer, one of his tasks was to create a new mobile app for HBL – one that would also leave the door open for future development. At the same time, KSF decided to introduce high-quality apps for its local newspapers as well.
“I’ve previously been involved in creating a mobile app for news media from scratch, and I’ve seen how consumer behaviour in digital news media is getting increasingly mobile-oriented. Mobile apps are therefore vital, especially as mobile-optimised apps are able to provide readers with a better user experience and engage them far, far more than browser users. Things like push notifications contribute to this, as they allow you to send users immediate updates on current events. And it’s easier to turn engaged mobile app users into subscribers,” says Haarala.
This has been the case with the HSL Nyheter app, which was also developed in cooperation with Digia. It has been downloaded by more than 10,000 people to date, of which more than half use the app more than once a week. Readers use the app an average of 5.5 times per week, while the website gets less than 2 visits a week from its readers.