Responsible Business Practice

Customer experience and satisfaction

Development and provision of services
In the ongoing coronavirus crisis, the common task of media houses was to offer exciting, diverse and positive content besides coronavirus news and debunking of widespread fake news. In addition to daily news stories, readers also wish to read about topics from various fields: sports, culture, green topics. Besides, the entire media content should be available to the customer in an appropriate channel and format.

Data protection
Ekspress Group companies manage almost entirely the channel for creating integrated customer experience ranging from content creation to print quality, availability and customer service. Each group company that is in direct contract with customers collects feedback from them independently.

Measurement and results of customer satisfaction
Ekspress Group companies manage almost entirely the channel for creating integrated customer experience ranging from content creation to print quality, availability and customer service. Each group company that is in direct contract with customers collects feedback from them independently.

Our key strategy has been creation of additional value for our customers. For this, we need to seek various segments and formats to prove to the customers why in addition to reading the news they need to be our subscribers. Development of the system of digital subscription packages is our major strategic basis.

- Argo Virkebau, Managing Director of Ekspress Meedia

Ekspress Group companies manage almost entirely the channel for creating integrated customer experience ranging from content creation to print quality, availability and customer service.

Content

At Ekspress Meedia, customer satisfaction with the entire paid content is monitored, both for buyers of digital subscriptions and single articles. The reader net promoter score (NPS), i.e. how probable it is that readers would be ready to recommend Ekspress Meedia to their friends and family was 57.53 in 2021 (2020: 45.63).

Provision of services

The Group’s largest company in terms of the number of periodicals, Ekspress Meedia, has contact with its customers at various stages and it collects their feedback about the content of periodicals, subscriptions, service process, and technical side of the digital environment as well as home delivery of paper newspapers.

Distribution

The objective of Express Post is to deliver periodicals to customers on time (7.30 a.m.) and to keep the rate of delays or complaints below 1% of the total home delivery circulation of Ekspress Grupp. In 2021, the ratio was 0.52% (2020: 0.77%, 2019: 0.85%, 2018: 0.73%; 2017: 1.05%).

Digital services

According to the feedback surveys of VideoStars and Digital Matter, customer satisfaction at both companies was 80% in 2021.

Development of the society and the sector

As the leading media group, Ekspress Grupp is aware of its role in the development of the economies and societies of all of its home markets. The Group’s media publications are the key information sources and public information space promoters in Estonia, Latvia and Lithuania.

We raise the topics of importance to the society, draw attention to them, talk honestly and openly about them.

Ekspress Group companies contribute to the society at three levels through:

Creating professional and reliable journalistic content

Contributing to the development of the media sector through public speeches, professional associations and educational institutions

Supporting the society’s long-term development through community projects and relevant support activities

The Group’s media publications cooperate actively with the universities in all three countries: Tartu University and Tallinn University in Estonia, Vilnius University in Lithuania, and University of Latvia, Stockholm School of Economics, Riga Stradins University and Vidzeme University in Latvia to increase young people’s awareness of journalism-related career choices and opportunities

Ekspress Meedia devised socially important focus themes to be tied with the media house’s major trademarks and to be used primarily in marketing activities during at least the next three years.

The focus themes of the periodicals of Ekspress Meedia:

Delfi – reduction in the number of traffic casualties

Eesti Ekspress – reduction in the number of domestic violence incidents

Eesti Naine – mental health

Eesti Päevaleht – environment and sustainability

Maaleht – promotion of rural life

The following topics and initiatives are worth highlighting in 2021.

Eesti Päevaleht organised its third feature article competition "What will happen tomorrow?“ A total of 52 articles were submitted and the grand prize of EUR 1 000 was won by animal ecologist Kunter Tätte who asked in the headline of his article “Why cannot one escape poverty?” In his feature article, Tätte put forward a bold thesis that the main culprits of the climate change, i.e. rich industrial countries, should do the right thing and start accepting climate refugees for they are largely to blame for the problems of climate refugees.

Delfi Estonia launched a social campaign and invitation “Vaccinate. Yourself. Immediately.” as its contribution to fight the rapidly growing third wave of the coronavirus and help to increase the percentage of people in Estonia who are vaccinated. The goal of the social campaign is to encourage people who are still hesitating or have postponed vaccination for some other reason than health to act faster.

Eesti Päevaleht organised its second conference dedicated to COVID-19 under the title “New normal and endless adjustment“ which this year focused on the issues and people who in the last 12 months have suffered the most because of the virus, have been in the public eye or have had to fight criticism.

Anne & Stiil launched a social campaign “Your Life. Your Rules. Your Red Line” to fight sexual harassment. As part of the project, readers were urged to share their stories of situations where otherwise normal behaviour turned into harassment. Sharing experiences and telling stories will help the society to understand where the boundary between non-harassment and harassment lies. The campaign calls everybody to set for themselves red lines that no-one is allowed to cross.

In cooperation with the Estonian Chamber of Agriculture and Commerce, Maaleht organised the 21st Farmer of the Year Competition. For the first time, the award went to a beef herder. The Farmer of the Year 2021 is Andres Vaan, owner of Topi farmhouse whose company Topi Mõisa has over the years developed one of the finest Limousine cattle and become one of the biggest sellers of breeding stock in Estonia. Topi has a 400-head organic Limousine cattle herd that in the summer grazes in the Matsalu Nature Reserve on the banks of Kasari river. Topi has 500 hectares of land and also harvests wheat.

In 2020, Eesti Päevaleht was the first media channel in Estonia to launch the climate section and hire a climate reporter to produce content that would help raise people’s awareness of climate problems and cover acute topics. In September 2021, the section was upgraded into a wider Green Portal to make climate-related issues more accessible to the public.

Maaleht in cooperation with the Estonian Forest and Wood Industries Association organised the third forest conference with a focus on the contribution of the forest industry in achieving the green revolution and climate neutrality. The conference consolidated the year’s main topics on one stage through researchers and industries that help to shape the forest and wood industry sector.

In the summer 2021, Delfi carried out for the fourth year a successful social campaign “Don’t Read While Driving” that urges motorists not to use smart devices while driving and turns people’s attention to the dangers of so-called smart device intoxication.

In November, Delfi Latvia organised a rebranding campaign that focused on Delfi journalists and their role in covering important social themes. The campaign emphasised the importance of the role of Delfi readers in the journalists’ day-to-day work.

For the fourth consecutive year, Delfi Latvia organised a charity donation campaign “The Strengths and Strong People” which collected donations for the families who need to care for their sick relatives.

In Lithuania Delfi continued its social campaign “Don’t Squint Your Eyes” („NežVAIRUOK!“) launched in 2019 the purpose of which is to draw attention to the use of mobile phones while driving.

Delfi Lithuania in cooperation with other online publications signed a memorandum to ensure balanced coverage of attempted and committed suicides in the media. As a result of the pandemic, the mental health of Lithuanian residents has worsened.

Delfi Lithuania launches the initiative “Sustainable Lithuania” (“Tvari Lithuania”). In the framework of this initiative, the public was informed about the issues related to sustainable entrepreneurship and sustainability, challenges and implementing measures for different communication means and platforms.

Our employees

Attracting the best people starts with the satisfaction of current employees. This in turn depends on the wages and salaries on the one hand and an open and engaging organisational culture, career development opportunities and convenient work environment which Ekspress Group offers its employees.

Labour costs and number of employees (joint ventures 50% consolidated)

1100

1050

1000

950

2017

2018

2019

2020

2021

mEUR

Labour costs

Average number of employees

The focus in the Group’s human resources area is primarily impacted by digitalisation, creation of synergies with the new fields of activity (real estate and ticket sales portal, organisation of events) and ongoing improvement of internal processes. In 2021, the impact of the long-term pandemic to the employees’ mental health and physical safety of employees in the light of attacks against journalists increased.

In 2021, Ekspress Grupp provided an opportunity to 86 trainees to gain work experience in the fields of journalism, marketing and language editing.

Ekspress Grupp's share option program for key employees, launched in 2017 and renewed in 2020, continued, aimed at acknowledging and valuing employees working in key positions by giving them options to acquire shares of company. The vesting period of the option programme is three years and the option holders are entitled to acquire shares at the nominal price at the time of issuing the options.

The Group monitors salary levels and equal treatment of employees in the salary market with the help of various market surveys. Each company can design its own system of remuneration, performance pay and benefits. Benefits include allowances and incentives to promote health and family events, and flexible working time is allowed.

Ekspress Grupp grants Hans H. Luik scholarship that employees can use to take refresher and other training courses not related to their professional field of activity. In 2021, there were three application rounds and scholarships were granted to 46 employees.

Ekspress Meedia launched a general-interest Talent Academy
In 2021, the human resources department of Ekspress Meedia launched the Talent Academy, allocating 30% of each department’s training fund to it and inviting specialists from different areas to come and speak to employees. Up to three lectures were held each month and they were open to all employees interested in the subject. Subjects discussed at the training sessions were of general interest ranging from the support of mental health to IT training for carrying out the in-house digital transformation.
In 2021, the Talent Academy conducted 17 training courses.

EXPERIENCE: Generations of Delfi Latvia employees
“My biggest influencer was my father who has worked at Delfi already for 14 years. For as long as I can remember, he has always spoken very positively about how Delfi cares about its employees and how every day he and his colleagues try to make the society a better place. I came to Delfi as a trainee, spent 2 months in the marketing department and felt that this was the place where I want to work. I also applied to Delfi Brand Studio, but fortunately I did not get the job because it enabled me to get a job in Delfi's marketing department which is what I want to do.
I am very grateful to Elis and Konstantīns who have given me the opportunity to work here while continuing my university studies. I believe that I can contribute to the growth and development of Delfi as a Latvian media outlet.
The media has a huge impact on society – on how people view information and how they shape their opinions. Proper use of language, fact-based and well-written articles help inform and teach readers.”
Elza Strautmane, former trainee and current project manager of the marketing department of Delfi Latvia

Equal and fair treatment of all employees is crucial – there is zero tolerance of discrimination at all group companies.

Finding internal balance has been the dominant theme during the whole year. In order to cope, you need to work for it. The political situation, whether to vaccinate or not, general public well-being and sense of safety – all these issues are now also facing the employees. What rules to establish so that no employee is discriminated against? The challenge is to remain normal as an employer so that all employees feel safe and secure.

Tiina Paju, Head of Human Resources of AS Ekspress Meedia

Environmental impact

As a media group, the environmental impact of Ekspress Group is mainly related to paper periodicals, production, printing and transport. Thee importance of the carbon footprint is becoming more important and requires a more thorough approach to the topic. The first company among the group companies to set the goal of reducing its environmental impact in a focused manner was Ekspress Meedia, evaluating the climate effect of its entire value chain in 2021 and setting goals for reducing its footprint. The other group companies are still to map out their environmental aspects and create an environmental plan.

1. Orders

Almost all of the paper periodicals of Ekspress Group are printed at Printall. In sales forecasts, group companies are trying to optimise the circulation of periodicals in order to avoid overprinting of retail issues. A significant part of Printall’s production goes to external customers of the Group, and about 62% is exported. The green printing service is especially highly valued among foreign customers.

2. Green choice

For customers, compliance with eco-friendly principles is confirmed by Printall’s environmental policy, ISO 14001 environmental management standard, the use of paper produced from sustainably managed forests is certified by the FSC® and PEFC™ Chain of Custody Chain of Custody certificates, and the production process is compliant by the Nordic EcoLabel certificate.

3. Materials

According to Printall's main suppliers, their paper is produced from wood waste that is not suitable to be used as construction timber, but instead of being used for heating enables to generate more added value as paper products – up to 40% of harvested logs are used for producing paper, contributing to the most efficient use of timber.

4. Supplies

Of the paper purchased mainly from the Nordic countries or Russia, 94% was certified or otherwise produced in an eco-friendly manner (all magazine paper is FSC and PEFC certified). To avoid environmentally harmful materials and chemicals, all suppliers need to be in compliance with the requirements of the Nordic Ecolabel certificate.

5. Production

Printing machines consume a lot of energy, which is why high-quality technology and constant innovation ensure a more efficient use of resources in the work processes. 100% of purchased electricity comes from renewable sources. Residual heat from machines is also used to heat buildings.

6. Waste

In production, about 2/10 of paper is inevitably cutting edges; the company is looking for possibilities to cut costs in other areas. 98% of all printing waste is recycled (including about 288 tonnes of paper waste a month that is reprocessed as paper). The afterburners of drying residue installed on printing machines help reduce air pollution.

We are witnessing that both readers and companies as sponsors are interested in it. Growth of the topic and bringing green topics under one umbrella is consistent with our responsibility as a media house to the society.

Argo Virkebau, Chairman of the Management Board of Ekspress Meedia

For the first time, in 2021 Ekspress Meedia evaluated the climate impact arising from its activities so that the entire greenhouse gas footprint throughout its value chain was evaluated for the year 2020. A thorough analysis provided an overview of what the climate impact of the company’s activities was like, i.e. which are the largest sources of the greenhouse gas footprint and how to reduce this impact. The goal of Ekspress Meedia is to reduce its footprint of greenhouse gases by 50% by the year 2026 and by 80% by the year 2031, as compared to their impact in 2020. In addition, the company has set qualitative goals for environmental media content, digital transformation and green corridor lines of action.

ENVIRONMENTAL PROTECTION IS GAINING MORE IMPORTANCE AND ATTENTION EVERY YEAR. TO GET MEANINGFUL RESULTS OVER TIME, ORGANISATIONS NEED TO BE NUDGED AT THE RIGHT MOMENT TO MOVE TO THE RIGHT DIRECTION. THINGS WILL UNDOUBTEDLY GET BETTER WITH GENERATIONAL CHANGES, AS YOUNGER CUSTOMERS PAY MORE ATTENTION TO ENVIRONMENTAL FOOTPRINT ETC, BUT REQUIRED LARGE-SCALE CHANGES NEED EVERYBODY’S ACTIONS.

Kaspar Hanni, Development Director of Ekspress Grupp