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Looking for new ways to attract younger readers, Norwegian regional title Stavanger Aftenblad (part of Schibsted) decided to create a project writing about them rather than just for them. Combining the latest automation technology with more traditional reporting on the ground, the football vertical Mååål! (goal), has a reader promise to cover junior football like it’s the Premier League. A text robot, co-created with Norwegian news agency NTB, takes care of turning all match results into articles, while two dedicated sports journalists report from some of the matches, doing interviews and showing up for the junior football community. The result has been higher engagement – every match has a small group of really involved readers. And thanks to the reporting on the ground, Stavanger Aftenblad is building its brand with a new generation of readers.