One Berlingske Media – One shared system

The vision of editorial knowledge sharing across titles at Berlingske Media, which was one of the pillars of the Group's forward looking strategy in 2008, is now truly realized.

With the IT and systems supportive of the strategy in place, employees at all publications can follow each other's planning and production of news and other editorial content for both print and web.

Culture Change
According to Tom Jensen, editor at Berlingske Tidende, a psychological change of culture has occurred over the past year at Berlingske Media.

"Before, the Newspaper group consisted of a series of completely separate newspapers and environments. Today, as a result of SAXOTECH's Content Sharing system (The SAXOTECH Mediaware Center), we can keep up with what each other are doing. We have gained insight into each other's work, and we can thus do common planning of any given case and easier collaboration on stories, if applicable. We have all become close colleagues across the group," said Tom Jensen.

Optimization of resources
This optimizes the individual newspapers and publications' use of resources since it is guaranteed that none of the editors do exactly the same thing at the same time.

"We can send a single reporter out to an event instead of four because through SAXOTECH Mediaware Center we can see what is planned in advance at the various locations, and what work is happening here and now," says IT manager for Midtjysk Media , René Dyrby who also stresses that a common template based on the production of articles in SAXOTECH Mediaware Center frees journalistic focus from editing to writing, resulting in better stories.

A sharper product
In addition to the joint planning and production system, finished articles are also archived in a common database, which is also available throughout the group. This results in a huge database of access to unprecedented amounts of material for all editorial staff at Berlingske Media.

"People have asked: What does it mean for newspapers? Are they now all the same? On the contrary," said Tom Jensen.

"The opposite has happened. With common access to all stories one is made more aware of what you want in your own newspaper. What stories and even more, what angles to the stories are best for the paper?"

The common access to the many stories gives journalists an opportunity for a broader and better coverage of stories and customers (audience) gets better content as well.

"It has been possible for Berlingske to do things smarter and better all at once," as Tom Jensen puts it.

A three-part process

For Berlingske Media, the new strategic breakthrough is a process that has evolved over a year and a half. The first part of the process was the creation, development and announcement of the strategy. The next part was the physical step, where Berlingske Tidende, BT, Urban,, BNY, Weekendavisen and many others came together in the remodeled headquarters in Pilestræde in downtown Copenhagen.

The editorial teams are now right next to each other. According to Tom Jensen, some people were worried that the openness would be a problem.

"But it isn't a problem, thanks to the trust we have for each other. A trust that is supported by a set of simple rules and an easily accessible system," said Tom Jensen.

The last step in the process and "the final touch" is the IT portion, which for Dorthe Carlsen, Editor in Chief at Midtjysk Media, means that the editorial staff in Jutland now have close colleagues in Copenhagen (400 Kilometers away).

"We are part of one giant muscle. We really feel this now that we use the Saxotech system fully, "says Dorthe Carlsen, and she continues:" I can not see any drawbacks with this. The culture we have now built up in the group, along with the system, makes me really confident."

Next step
"The task now is to ensure optimal use of the system and continue to optimize the forward direction to make it smarter, smoother and easier. Now we dare because we have good experience, "concludes Tom Jensen.

In the first instance, Midtjysk Media, Berlingske Tidende, Urban and implemented the new system, quickly followed by Business world Magazine, BT and Weekendavisen. Next will come the newspapers that are organized under the Berlingske Local Newspapers - a process already well underway.

For more info contact

Project manager, Mogens Rasmussen, Berlingske Media
Tlf.: +45 29 13 38 16