Dag is a new news brand in the Netherlands. The media consider it the fourth free newspaper in the Netherlands, however the organization rightly announced it as a cross-medium news brand. And it has the ambition to grow into a news coaching brand, a brand that stands next to you and follows the changes in society with you. And if you see something yourself, Dag happily listens to you. In the navigation they have a tag 'participate', you can rate every item, and give your reaction on everything. Later we will be able to ask Dag in a spoken dialogue (in the car, in the shower, or at the railway station in Cape Town): "Is there any news?" Then we will get, in text, image or sound (whichever we prefer), the latest news since the last time we asked that question. This is a small step in that direction.

• in Dutch