IFRA XMA Cross Media Awards 2009
 
   Company: Aftenposten Multimedia AS
   Project name: Oslopuls
 
  
  General information about the publication
   Oslopuls is a product from Aftenposten, designed to inspire, guide and engage the readers to experience what’s on in Oslo. Oslopuls is published on paper, distributed with Aftenposten’s evening edition three days a week, and online on Oslopuls.no
Oslopuls is especially strong in the areas music, film and restaurants, and has a popular event listing both on paper and online.
Oslopuls is produced by a joint editorial staff for both media channels.
Oslopuls was first launched on paper in 1995, and online in 2001. Both products were re-launched in September 2008, under a joint visual profile and strategy.
  Entry description
   Oslopuls - on paper oslopuls.no - online
  The basic idea of your cross-media design
   Oslopuls’ design is aiming at being fresh, tempting and light-footed, in accordance with the type of editorial material being produced from the editorial staff.
The purpose of implementing the new design and branding was to appear as one joint product, published in two channels, on the particular channels premises. The chosen visual expression supports the idea of being inspirational and a guide to good experiences in Oslo.
Our target group is anyone who uses Oslo.
Oslopuls is a tool to retain existing customers and also add value to your youngest readers.
  Used media channels
   Newspaper    Mobile Services
   Online    Web-TV / Video
  The implementation
   Our cross-media design and branding strategy was implemented in September 2008.
The online development department, in cooperation with the editorial staff, was the driver of setting up the cross-media design.
The media channels are connected through cross referrals. Stories written for the paper edition are always planned with online elements. There are more stories written exclusively for the online edition, simply due to the limited number of pages in the paper edition.
  Image(s)
Lyden av lørdag.jpg  (64 KB)   
Oslove cover.jpg  (46 KB)   
Front.jpg  (184 KB)   
  Links
   www.oslopuls.no
  Results of the design & branding implementation
   Our online traffic was considerably increased after the redesign last September. Before re-launch we had on average 60’ unique visitors a week, compared to 120’ after re-launch. Page impressions were on average 280’ a week before re-launch and 450’ after. Readers have also through user tests expressed their satisfaction with the new look and the online functionality.
There has been no increase in the circulation of the paper edition. It is not sold separately, but as a part of Aften, Aftenposten’s evening edition.
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