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IFRA XMA Cross Media Awards 2009 |
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Company: 24sata d.o.o. |
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Project name: 24sata: a MMM brand |
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General information about the publication |
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24sata daily is present on the market since March 2005. An innovation on the market of Croatian dailies at the time of the launch, it still remains a newspaper unique for its: A4 Format & Design, low-price and specific content concept - faster, shorter, clearer, simpler + interesting (serious topics vs. entertainment) news understandable from the perspective of the common people and tailored for the need of modern readers. While producing content special attention is given to interactivity - using User Generated Content (UGC) like readers' SMS, MMS, phone, e-mails as a valuable source of information for all platforms. 24sata print edition includes 4 main Sections (News, Show, Sport, Metro), 5 regular Supplements within 6 paid editions. In 2006 an additional free PM edition (in the afternoon) was introduced for the Zagreb area (capital city) offering a value added in terms of - updated information for readers i.e. additional advertising for advertisers. Website www.24sata.hr reflects the standards of the paper. Relaunched in September 2007 with new concept and design it is unique as a no-scroll news site that automatically fits the size of the computer screen in any resolution. It delivers a multimedia-based content (any story can have text, video and photo gallery appearing instantaneously in one screen without jumping from one media format to the other; any story can be viewed as article only, gallery only or video only), offers multifunctional navigation and public site statistics. In December 2008 a new-designed photo version in which the content rotates horizontally (a slide-show navigation) was launched (instead of clicking through the sections users just skim through the images and titles and focus on the content; rotating technology gives users editors picks but also hottest items „chosen“ by readers through real time statistical measuring of popularity). Mobile was introduced in 2008 and the 24sata News TV (Web+IPTV) is to be launched during June 2009. Apart from that, 24sata is very active in the field of special projects offering a range of special products within 24sata brand (books, DVDs, CDs...). |
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Entry description |
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MMM = multi-media, multi-channel and multi-platform |
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The basic idea of your cross-media design |
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Basic idea:It follows our VISION: 24sata enjoyed by everybody, any place, any time. Purpose: It was/is our aim to create a innovative concept - different, intuitive, simple, modern content and format, bringing all the values modern readers need and want by using MMM i.e. multi-media, multi-channel and multi-platform approach. We target: National wide market 10-59 represents the general target. Key groups are: young readers 10-29 (short form, show, visual paper), female spenders 20-49 both single and family (show, metro, lifestyle), working men 20-49 (short form, sport, cars, techno) + various niche targets in digital activities. |
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Used media channels |
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The implementation |
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The branding & design strategy created initially for print has consistently been spread out while introducing new channels for content distribution (web, mobile, TV), but "under" one idea - ONE BRAND FOR ALL, ONE LOGO FOR ALL! Main drivers are the departments of Marketing, Media Production, Digital and one INTEGRATED Newsroom, producing the content in real time, simultaneously for print, web, mobile and, our latest project, the 24sata News TV. (A Breaking News is generally (not a rule) introduced by web, further developed and broaden in web, main information than presented in print while web still covers the story to smaller or larger extent.) The same product (to smaller or to larger extent) is offered in a mutually integrated way. |
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Image(s) |
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Links |
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www.24sata.hr www.24sata.tv mobile.24sata.hr
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Results of the design & branding implementation |
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PRINT: Circulation: -Croatian No. 1 in circulation with 181,396 sold copies daily (2008 average); Additionally 80.000 free PM copies (in the afternoon) daily in Zagreb capital city region (2008 average) -continuous increase of circulation: 189% growth(2005-2008) of sold copies daily from the year of the launch (2005: 62.852) Readership: -Croatian No.1 in readership with 1,214,900 million readers daily (yearly average) or 33% AIR (yearly average) in 2008 -continuous increase of daily readership: 200% growth (2005 -2008) since the year of the launch (2005: 405.500) -24sata reach is above the most watched TV-programs in Croatia (like Who wants to be a millionaire, Evening News and Dancing with the stars), source: AGB Nielsen + Mediapuls ONLINE DATA/WEB: -Most visited Croatian Newspaper Website -35% Reach among the Croatian Internet Population -over 200.000 Unique Clients daily, over 3.5 M Page Views Daily - 37,000 subscribers MOBILE DATA: -fist mover on the Croatian News Market, first Croatian mobile news site -2,000 subscribers - 60,000 received/sent SMS monthly Awards we won: Award of Excellence for best Front page, European Newspaper Award 2005 and 2008 www.24sata.hr Top 5 website designs Award, World Editors Forum 2006, 2007, 2008 Awarded Superbrands Croatia 2008 Others: World publishing hit 2005, World Association of Newspaper (WAN) The World Young Readers Prize - category Public Service, World Asociation of Newspaper (WAN), August 2008 etc. |
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