A Norwegian publisher built a digital product for runners, driving subscriptions by making every participant part of the story. The approach redefined local sports coverage and audience engagement.
Stavanger Aftenblad has found commercial success by transforming how it covers local running events, creating a digital product that recognizes every participant and drives new subscriptions. Instead of focusing solely on race winners, the publisher built a real-time results service that highlights all runners, making the experience more inclusive and engaging for its audience.
The initiative, called RUN, was launched as running surged in popularity both globally and in the Rogaland region. Stavanger Aftenblad leveraged this trend by offering a service that connects race results with on-course photos, producing shareable digital cards featuring each runner’s image, result, and the Aftenbladet logo. These cards are designed for easy sharing on platforms like Strava and Instagram, giving runners a sense of recognition and a reason to subscribe.
Previously, the publisher’s race coverage was fragmented and inconsistent. With RUN, a dedicated team of web developers, an AI specialist, a UX designer, and a photographer from Schibsted and Stavanger Aftenblad streamlined the process. Photographers now deliver images in real time, and technology links photos to results quickly and accurately, allowing coverage of more races across the region, including smaller communities.
Editorially, the project shifted the newsroom’s perspective. By including all participants, RUN made race coverage more accessible and reflective of what running means to most people-a personal achievement or shared experience. The publisher also assigned an experienced journalist, Inga, to oversee RUN, maintain community engagement, and ensure the product stays relevant and credible. While technology powers the platform, direct audience connection has proven essential for its ongoing success.
Every race covered by RUN consistently boosts Stavanger Aftenblad’s subscription numbers, making it one of the publisher’s top drivers for digital growth. This approach to local sports coverage demonstrates how digital innovation and audience-centric thinking can reshape subscription strategies. Similar to how other publishers have rebuilt their audience strategies after traffic challenges, Stavanger Aftenblad’s focus on community and recognition has delivered measurable results.
