Ifra XMA Cross Media Awards Projects
 
   Company: Metro (Stockholm)
   Project name: Metrobloggen
  General information about the publication
   Metro is the largest and fastest growing international newspaper in the world. 64 Metro editions are published in 91 major cities in 19 countries in 18 languages across Europe, North & South America and Asia. Metro has a unique global reach - attracting a young, active, well-educated Metropolitan audience of over 18.5 million daily readers and more than 37 million weekly readers. Metro has an equal number of male and female readers and 70% are under the age of 45.
  Project description
   Start blogging, get payed, get famous!
  The basic idea of our project
   The basic idea is to attract bloggers by offering them fame through Metro print and online editions and money payed for traffic.
Bloggers get paid SEK 0,03 for each page view via a pre paid Master Card issued to the blogger.
Metro print and online editions publish excerpts an links to blogs on Metrobloggen. As well as interviews with bloggers.
Target group is young people with an urge to express themselves.
Metrobloggen creates revenue from banner ad sales on all blogs.
  Used Media Channels
   Newspaper    Online
  The Implementation
   Implementation is made by the Swedish Metro Online team and technology vendor Polopoly AB, locally on the Swedish market. Print and online editorial office as well as sales department are closely involved in the project.
  Image(s)
launch_frontpage.jpg  (166 KB)   
cross_promo.jpg  (349 KB)   
interview_blogger.jpg  (66 KB)   
  Links
   http://metrobloggen.se
  Project results
   We attracted 2300 bloggers the first 3 days and doubling the traffic on Metro's online sites. System will be expanded to handle more bloggers. The initial launch was very successful. We will keep working to make the service attractive for advertisers by creating segments based on blog content.
Traffic on Metrobloggen more than doubled the online traffic for Metro online in Sweden.
Blog content is and will be a daily part of the print edition and the online edition metro.se. A glimpse of what the blogsphere writes can be seen in the paper.
On special occations features stories are published, covering specific bloggers och topics. Samples included as pictures.
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