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Blick am Abend - 2, Zürich (Ringier AG, Schweiz). |
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Project name |
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Blick am Abend: Picture of the Day Campaign
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General Publication Info |
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Blick am Abend is Switzerland's only evening paper. Every weekday evening Blick am Abend keeps readers informed with up-to-the-minute news and entertains them with surprising stories. Blick am Abend is inspiring, exciting and provides solid tips for evening leisure activities. These exclusive features have paid off, as evidenced by a significant increase in circulation. As a result of successfully expanding the distribution area to include the five regions of Basel, Berne, Lucerne, St. Gallen and Zurich in addition to numerous product and distribution improvements, the readership has increased by another 31,000 to a current total of 635,000 readers.
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Implementation |
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The goal of our Blick am Abend: Picture of the Day Campaign is to better integrate our Facebook page and the print channel (i.e., to engage users on Facebook and motivate them to read the print issue of Blick am Abend). To increase community involvement, we ask our readers to come up with a headline for our picture of the day on Facebook. Our editorial team then chooses the best headline, which is published in the daily print issue (see Ronaldo example below).
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Project results |
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Due to our "Blick am Abend: Picture of the Day Campaign" user engagement on our Facebook page has risen by 75%. Although a direct effect of this campaign on print readership is hard to quantify, user feedbacks on this form of interaction with our editorial team are very positive. Users like this new way of interaction and compete amongst each other for their "moment of fame" in case their headline gets chosen and appears in the daily newspaper. In addition, our social media campaign is a valuable source of user feedbacks for our editorial staff. Moreover, the use of Facebook and Twitter helps us to build up a two-way interaction with our readers and reduces anonymity.
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Additional comments |
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LINKS |
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https://www.facebook.com/blickamabend
https://twitter.com/#!/blickamabend
https://plus.google.com/109881084743199096620/post ...
http://www.blick.ch/blickamabend/
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General contact and feedback address:
Ms. Raquel Meikle
Programme Manager Events
WAN-IFRA
Darmstadt, Germany
Phone: +49-6151-733.927
E-Mail: raquel.meikle@wan-ifra.org
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