Læren fra Schibsted: Kannibalisér dig selv

“Van Dijk remains responsible for Naspers’ traditional media business, includig sixty newspapers and thirty magazines, but that now accounts for just ‘1 to 2 percent’ of revenues. He learned while working at the Norwegian media house Schibsted that innovators need to be prepared to cannibalixe today’s core revenue drivers in order to build the future. Schibsted, founded in 1839, deliberately accelerated the demise of its newspapers’ own high-margin print classified ads in the late 1990s by launching online classifieds under separate, independent brands, such as Le Bon Coin and Finn.no in twenty-two countries from Sweden to Brazil. The counter-intuitive strategy worked: the highly profitable spin-off digital sites came to dominate almost all of their marktes.”

‘Non-Bullshit Innovation’ af David Rowan, s. 325