How Ekstra Bladet Uses Klipfolio Klips to Dominate the Danish Media Market
Denmark’s leading tabloid newspaper, Ekstra Bladet, relies on viewership data to understand which stories resonate with their audience. To maintain a competitive advantage, they switched PDFs and Excel reports out for the real-time dashboard tool Klips.
Media and Publishing
Real-Time Visibility
In the high-stakes world of digital media, speed isn’t just an advantage—it’s a survival requirement. For Ekstra Bladet, Denmark’s leading tabloid and largest news site, staying ahead of the curve means more than just breaking stories; it means mastering the data behind them. By leveraging Klipfolio Klips, Ekstra Bladet has transformed its newsroom into a data-driven powerhouse, ensuring their content reaches the right eyes at exactly the right moment.
Introducing Ekstra Bladet
Ekstra Bladet is Denmark’s most widely read and influential tabloid newspaper, with a stronghold in both print and digital media. With a team of over 300, they operate a high-traffic website that garners 250 million page views per month, alongside a Web TV channel with 18 million monthly views.
Their success in Denmark’s media market hinged on one crucial factor: data. The Ekstra Bladet team keeps a close eye on viewership data at all times, studying which pieces of content attracted and retained the most readers. This data determines what gets bumped across their platforms and helps shape their overall editorial strategy.
"We need to know exactly what content is drawing readers and viewers in real-time to stay competitive," says Daniel Nielsen, Data Analyst at Ekstra Bladet. "Before Klipfolio, getting the right data to the right person was time-consuming and manual."
To dominate a market where every second counts, Ekstra Bladet needed a way to analyze performance instantly and make it visible to the entire organization.
However, their previous reporting processes, which relied heavily on spreadsheets and PDFs, couldn't keep up with the demands of the fast-paced media industry. Without automation, retrieving, organizing, and sharing information was very time-consuming, wasting valuable time and limiting their ability to respond to time-sensitive events.
Gaining faster data access with Klips
To gain faster access to viewer data, Ekstra Bladet turned to Klips, Klipfolio’s real-time dashboard solution. Klips automated the entire process of pulling data from various sources, eliminating the need for manual updates. With intuitive dashboards that refresh automatically whenever the data changes, the team could focus more on insights and less on maintaining reports.
Today, Klips plays a central role in Ekstra Bladet’s newsroom. The dashboards are displayed on large screens throughout the office, keeping everyone aligned on what’s performing well. The organization now has 85 active Klips users who’ve built around 125 dashboards.
“We find that when we make one dashboard, our users want us to make two or three more. It’s easy, using [Klips], to take a deeper dive into the data and discover more.”
How the Ekstra Bladet departments use Klips
The various departments at Ekstra Bladet use Klips in different ways. Editors use real-time data to see which articles and clips are gaining the most attention. Based on this, they can instantly bump high-performing content to the front page. The UX and design team also monitors the front page closely, using dashboards to track how every section is performing.
Meanwhile, on the content side, the journalists have their own personalized dashboards that list their articles and bylines, allowing them to see how each one is performing. They study what topics get traction, aiding decisions on future content pieces. The Web TV department takes a similar approach, tracking video performance to see which videos are drawing the most views.
Using Klips, the team also pulls in publicly available data about their competitors, such as page views, visits, and average time spent per user. By visualizing and analyzing this information, they can pinpoint what’s working for others (or what ’s not), then use those insights to sharpen their own strategies.
“[Klips] provides our executives a snapshot of our competitors’ home pages, and how we perform against them over any time period. Picture knowing how you compare to your competition over the last hour, yesterday, last week.”
For Ekstra Bladet every second counts.
Velocity matters to every business. Including yours.
Increase performance visibility with Klips
As Ekstra Bladet proved: when you stay on top of your metrics, you can stay at the top of the market. By tracking content effectiveness, viewer demands, and competitor performance, they crafted successful publication strategies and continue to maintain their reputation as Denmark’s most popular tabloid.
If your team needs faster access to performance data, Klips can help. Discover how real-time dashboards can save time, sharpen strategy, and drive results. Visit the Klips product page for more information.
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