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MAFRA TOTAL WM2006 COVERAGE
MAFRA has transformed from leading newspaper publisher to the most influential Czech media group. The football championship (hereafter just “WM”) was an occasion to prove the new strategy: Share content and (re)use it in different media channels. By these channels increase reach and – most important – enhance profits and profitability.
Newspaper and online editors, different sales teams and multimedia project developers were involved. The WM-event was further used by marketing and newspaper-subscription department. All these teams closely cooperated to make maximum out of the WM event.
Small news-team in Germany gathered information for print and online editorial teams. The content was then used in different channels. The key channels include:
• Newspaper (daily 8-page “Berlin” format supplement)
• Magazine (special WM focused)
• On-line (online coverage, photo gallery, articles, 3D animation, online video)
• Mobile services (special WM-SMS, MMS, WAP channels)
The content was further used by:
• Radio (terrestrial broadcast, online broadcast)
• Podcasting
• TV (news strip in morning show)
• Subscription development (special WM subscription programs)
• Marketing & Customer support (trips to Germany + WM-events in Prague)
See the attached PROJEKTSCHEMA to understand the whole project better.
In fact, the project was made up of many sub-projects. Every single project was prepared many months before WM started – both business and editorial (for example 3 mobile services have to be multiplied by 3 mobile operators = 9 contracts just for “Mobile”). Despite the complex nature of all the projects we succeeded, because the WM project:
• Increased number of newspaper readers/subscribers/online users/mobile services subscribers (even after the WM ended)
• Increased revenues: the projects above generated millions CZK (hundreds of thousands EUR) additional income from additional newspaper circulation, print and online advertising and mobile services
• Increased profits: we are proud that our multimedia channels generate profit, not just costs and “some” revenue
Covering the WM MAFRA proved that the “one content through multiple channels” concept works successfully both as an editorial and business model. |