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IFRA XMA Cross Media Awards 2009 |
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Company: Wenhui & Xinmin Joint Newpaper Group |
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Project name: Shanghai Daily, Shanghai eDaily and Insight eMagazine |
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General information about the publication |
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Shanghai Daily is a leading English-language daily newspaper in China. Publishing Monday to Sunday, the newspaper circulates more than 85,000 copies. The newspaper, launched on October 1, 1999, is also the only English newspaper that publishes every day of the week in the Chinese mainland. Shanghai Daily focuses on reports and news about Shanghai, the neighboring Yangtze Delta Region and China. |
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Entry description |
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The basic idea of the e-paper and e-magazine (Insight) is to provide the readers with a format fully compatible with their portable electronic devices, so that they can read Shanghai Daily everywhere they go. As an English-language newspaper in Shanghai, Shanghai Daily has many readers who are frequent travelers. Once they are outside city, it is not easy for them to get the print version of the newspaper.
The target readers also include young people opt to read on digital gadgets. E-paper can be more attractive and at the same time more economical to them. |
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The basic idea of your cross-media design |
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Before launching the eDaily, which contains the whole content of the print version, we first tapped the market in 2007 by packaging our exclusive in-depth business stories into a monthly e-magazine.
The e-magazine keeps the page layouts, but is especially designed for horizontal screens. It also contains links that enable readers to jump directly from the contents page to stories.
Free to download on our Website, the e-magazine works as a magnet for the website visitors, keeps them coming back and hopefully turns them into newspaper subscribers, no matter online or off online, at the end.
In 2008, we officially launched eDaily. To take the advantage of non-paper publication, we soon started to offer an afternoon-edition. It is part of our strategy to provide the readers 24-hour multimedia news updates together with the traditional paper edition and portal Website.
The following are the basic guidelines for our eDaily design:
1. Universal. As a pdf file, it is compatible with different kinds of electronic devices and can be opened without any special software.
2. Time-saving. It is small in size and takes no time to download and open. Although it has strong interactive functions like web pages, no unnecessary animation, music or large photos are used. Instead of a flashy look, we pay more attention to functions.
3. Easy to browse. The paper only keeps newspaper layouts on the front and the section fronts. While stories on those fronts are also clickable, inside pages all have a side menu and a top menu. With those menus, readers can jump between sections and stories freely without losing thread in a document usually more than 100 pages.
4. Consistent with our print version. From the nameplate to page layouts and paragraph styles, eDaily is consistent with our print version, so that readers will recognize it is a Shanghai Daily product as soon as they see it.
The basic idea of the e-paper and e-magazine (Insight) is to provide the readers with a format fully compatible with their portable electronic devices, so that they can read Shanghai Daily everywhere they go. As an English-language newspaper in Shanghai, Shanghai Daily has many readers who are frequent travelers. Once they are outside city, it is not easy for them to get the print version of the newspaper.
The target readers also include young people opt to read on digital gadgets. E-paper can be more attractive and at the same time more economical to them. |
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Used media channels |
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Portable electronic devices |
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The implementation |
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We started a test in 2007 for eDaily and eMagazine. In 2008, officially launched product. The eMagazine is still free of charge at the moment.
The multimedia news center and new media center, together with our designers, are the main forces to drive the new product innovation. It's consistent accross all media. |
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Image(s) |
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Links |
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www.shanghaidaily.com
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Results of the design & branding implementation |
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The eDaily now has hundreds of subscriber who can download directly from our Website. The eMagazine has an increase in downloads in the past two years. After cooperated with Amazon, there are more than 3,000subscribers to eDaily at present. |
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