


	IFRA XMA Cross Media Awards 2008 projects





	Company: Grupul Realitatea-Catavencu
	Project name: Antreprenor

	Topical category of the project

	C: Cross media communities for special interest groups (e.g. travel, young audience, gardening), that are a platform for new advertiser target groups

	General information about the publication

	Business Standard is a daily economic and financial newspaper launched in May, 2007. It is part of Realitatea Catavencu group, one of the biggest Romanian media conglomerates. At present, we have television channels, radio stations, women publications, general interest and economic newspapers and a quite big online operation. Business Standard was designed to cover the need for information for a young and dynamic audience (27-37 years), with an interest for information used for professional as well as personal interest. Our audience has a global understanding of the issues and is interested in understanding trends and contexts. Business Standard is the only Romanian newspaper designed from the beginning as a cross-media product: print, online, mobile, epaper. Business Standard won several design awards at the European Newspaper Awards (Austria) and at the Best Newspaper Design (USA) competition.

	Project description

	Antreprenor is a cross media project, started as a weekly section in Business Standard and developed with a dedicated subsite, a TV show, monthly meetings with the target group (entrepreneurs), partnerships with Entrepreneurs' Clubs and newsletters. Antreprenor was developed after studying the media market - there isn't any other product to cover the information needs for the specific target in an integrated manner. We are targeting young readers with an open mind, with the will and the courage to be on their feet - actual entrepreneurs or potential ones. The information consists in news, consultancy, case studies, best practices for issues such as strategy, management, marketing, financing issues. Print: weekly 8 pages section in Business Standard, full color, SC paper, fixed colums, dealing with news, case studies, market opportunities, good practices, tips and tricks for strategy and management Online: dedicated section. It has the printed articles and its own content and interactive sections: send a question, send us your story, tell us what interests you today TV: weekly 1/2 hour show with two components - a case study for a business and a talk with a consultant designed to offer practical solutions for frequent problems encountered by entrepreneurs Meetings: monthly meeting with entrepreneurs, banks, consultants dedicated to a theme proposed by our audience Partnership: special subscription offer for the Entrepreneurs' Club members, common events, sampling for members Dedicated weekly newsletter on various databases All the project is developed under the same brand - Antreprenor

	The basic idea of the project

	The basic idea is to serve a specific target and create a real community interested in starting or developing a business. We also wanted to attract new advertising clients by offering them a specific communication platform dedicated to a large target audience (entrepreneurs). The implementation took into consideration some goals, such as: delivering information, gathering a community, interact with the audience, understand our target group. The service should be easy to use, interactive and create a new business line for our business media division. Our target consists in people between 27 and 37 years old, educated, with knowledge regarding business in general. They need information, advice, models, answers to their day-by-day problems. They need to meet and interact with peers. We wanted to attract new audiences and give the existing audience a new tool and targeted information. We are now in our way to sell the project in an integrated. At present, we have a partnership with a Romanian bank (Banca Transilvania) which created an Entreprenurs' Club.

	Used media channels


	Newspaper		TV

	Event(s)		Supplement/Magazine

	Online

Other:

newsletters

The implementation

The print division was the driver for the project. We started by organizing focus groups in order to determine the target group's needs. We then designed the print section in the newspaper and developed the online section. The TV show came later, as a brand development and as a way of attracting advertising for an integrated project. The cross media advertising is managed by the sales department in the print division.
In terms of connecting the different media, we use the print edition to send users into the online section for comments, ideas and additional information (full interviews, attached studies etc). The online section is a teaser for the next printed issue and a platform to announce next meetings and issues to be debated there. The online section will soon display video from the monthly meetings and selections from the TV show.
The TV show is aired before the next print issue and is discussing some of the themes for the next week or is adding new angles to printed material.
The meetings take the themes which were debated and sugested online and create content for the next print issue and the next TV show.

Image(s)

Antreprenor meeting.JPG (1341 KB)

antreprenor meeting 1.JPG (980 KB)

antreprenor-cover-1.jpg (807 KB)

Links

www.standard.ro/antreprenor
www.standard.ro

Project results

The project was launched in May, 2008 and is still too early to evaluate its full impact. It is also developing further.
We distributed around 30.000 issues at different events and meetings and had a large online campaign using the databases from various entrepreneurs' associations.
The meetings held so far gathered around 40 entrepreneurs and the feed back was very good.
The online section has over 28.000 page views.