Published 2014-10-27

Godt and DinMat to merge

VG’s will take on the role of primary food website for Schibsted’s Norwegian media houses.

For some time now, Schibsted Norge has been operating two food sites that have competed for the same readers and advertising revenues: and VG’s latest venture It has now been decided to pool all resources into making Schibsted’s exclusive supplier of food content to the Group’s Norwegian media houses.

Consequently, DinMat’s Pia Cecilie Lund will transfer to VG’s unit for niche products, where she will continue working on Norway’s biggest food website alongside Godt’s Natalie Ngo.

“We’re delighted to finally be able to work together on creating the best food content in Norway for all our channels, such as Aftenposten, VG, Bergens Tidende, Stavanger Aftenblad and Fædrelandsvennen. The new will be an even better food website in which we combine the best from both services,” says Pia Cecilie Lund.

As a result of the merger, all recipes and other content on DinMat will be transferred to Godt before the site is closed. Meanwhile, content for online and print will continue to be supplied as in the past.

“It’s unlikely that users will notice any difference apart from more and improved content. Godt has developed good work practices that focus on user data, and we will now ensure that everyone benefits from this,” says Natalie Ngo.

“We will of course make sure that the same content doesn’t appear in different media houses,” adds Pia Cecilie Lund.

The success of the merger was contingent on regular deliveries to and cooperation agreements with the individual media houses.

“The team has already started work on the technical and editorial aspects. DinMat has done a good job on optimizing their website with Google, which is a valuable asset for us to transfer and develop further,” says Camilla Bjørn, head of VG’s niche products.

The Godt team now looks forward to visiting the media houses and acquainting themselves with their editorial needs and wants.

“We will apply lean methodology throughout to create the best possible results, and will depend on having close dialog with all our clients. This is going to be fun!” says Camilla Bjørn.