”Hetki is a publication with a clear beginning and end. In this sense it could not be further from the online newspapers' traditional strategies. We here at Hetki believe that our readers are satisfied when they finish the paper."
Aamulehti's Hetki is not available for subscription as a separate paid-for product but only as part of the newspaper's more comprehensive digital packages. Roth says that it has been discussed whether Hetki should also be launched as an independent paid-for application.
"Various newspapers in the world have experimented with this kind of limited access to content. So far they do not appear to have generated a great deal of revenue."
As on online-only publication, Hetki is a part of Aamulehti’s strategy to increase revenue from digital business. In Aamulehti, Hetki is peceived as one of its new flagship products, the target of which is to enhance the attractiveness of Aamulehti's paid digital packages. During Hetki's launch campaign more than 2,000 people decided to try the service.
"We're on target," confirms Roth.
He says that another delightful consequence, on a par with the growth of subscription numbers, is the change in the Aamulehti office, triggered by the launch of Hetki.
"It has really opened the editorial staff's eyes to the 'digital-first' strategy. The implementation of the changes requires actions, not words."
The editorial staff have realised that it is liberating to work at Hetki as the conventions regarding print media, accumulated over the decades, do not restrict them.
"Suddenly, it seems that the most interesting articles can be found in Hetki. Its stories are short and simple, and making them feels like going back to the basics. Among the staff we now wonder if we make publishing the printed paper too difficult," says Roth.